TV ads for e-cigarettes and nicotine pouches show youth-appealing content that is banned for cigarettes

Television ads for JUUL, Vuse, and Velo included young models, animations, and music while emphasizing e-cigarette flavors and themes of self-expression and social acceptance, according to research published in Substance Use & Misuse. These themes can appeal to young people and are not restricted despite Food and Drug Administration (FDA) guidelines that commercials should be “appropriate for the protection of public health.”

While TV commercials for cigarettes and smokeless tobacco have been banned, commercials for e-cigarettes and oral nicotine pouches are not. According to the study, two e-cigarette brands (JUUL, Vuse) and one oral nicotine pouch brand (Velo) spent a combined total of over $4.7 million on seven ad campaigns, with 19% of the runtime airing on primetime television (weeknights from 7-10pm).

Without restrictions, TV ads allow e-cigarette and oral nicotine pouch brands to reach teens and young adults with content designed to appeal to them. “It is both possible and essential to update existing advertising regulations with explicit restrictions on creative ad features that have been empirically shown to appeal to youth,” the study authors wrote.

Ads featuring energetic music and themes of individuality correlated with positive perceptions of e-cigarette and nicotine pouch brands

Researchers examined 18 commercials from seven different ad campaigns from three popular nicotine product brands (JUUL, Vuse, and Velo) that aired from January 2021 to March 2022. The ads were assessed using an established index of ad characteristics that, based on previous research, appeal to youth, such as energetic music and themes of individuality and socialization. Then, researchers recruited participants aged 18-24, including both current cigarette smokers and non-smokers, to view selected campaigns and report on their perception of the brand and intent to use the product.

Survey responses from the young adults confirmed that the themes identified by the researchers were correlated to more positive perceptions of the brands and a higher likelihood that they would try the product.

Young adults respond positively to themes of customization and social acceptance

Many young adults in the study said that the commercials led them to believe that the product would feel good to use and would enhance social status. Customization was also a prominent feature in the ads reviewed, especially in Vuse ads, and was associated with a higher opinion of the product. The Vuse campaign, called “Express Yourself,” highlights how users can customize their vape to their personal taste and identity through skins and stickers – a common theme intended to appeal to teens and young adults.

Restrictions on TV ads must be extended to newer tobacco products to protect young people

The type of content used in the sampled TV ads is banned from combustible cigarette advertisements. Why then, is the same kind of content permitted in ads for nicotine products such as e-cigarettes and nicotine pouches?

Applying regulations to television ads for e-cigarettes and nicotine pouches is essential to prevent youth nicotine addiction, the study found. Restrictions should especially focus on ads that emphasize the customizability of a product, environmental sustainability, and themes related to identity and socialization.