A content analysis of nicotine descriptors on the front of vape packaging in the United Kingdom

Abstract

Introduction The Tobacco and Related Products Regulations (TRPR) 2016 require consumers in the United Kingdom (UK) to be informed about the presence of nicotine in vaping products. However, there is misunderstanding among some young people and adults around the strength of products. We examined how nicotine content is displayed on the front of vape packaging in the UK. Methods Between August and December 2022, we systematically analysed a representative, stratified selection of vapes and refill packs (n=156) on the UK market to assess TRPR compliance. This paper presents an analysis of free-text responses collected to indicate the presence of nicotine information on the front-of-pack including metric, percentage, graphic, and text indicators. Data were analysed using descriptive statistics produced for the sample as a whole and for five product categories. Results Most packs (n=126, 81%) displayed at least one front-of-pack nicotine descriptor, including the majority of disposables (n=43, 90%), e-liquid (n=42, 88%) and refill pods (n=36, 100%). Many packs (n=107, 69%) contained a nicotine-related metric (e.g. mg/ml), a quarter (n=37, 24%) included a percentage indicator and most (n=126, 81%) displayed at least one of these. Almost two-fifths (n=57, 37%) mentioned nicotine beyond the warning. Less observed indicators included graphic and textual depictions of strength, dosage information, and equivalent number of cigarettes. Conclusion The front of vape packaging communicates important product information to consumers. There is inconsistency in how nicotine content is currently displayed. Future research should examine how best to display nicotine content to promote consumer understanding and informed decision-making. IMPLICATIONS This pack analysis of a representative sample of UK vape packaging highlights the varied way in which nicotine content and strength is currently communicated to consumers on the front of vape packaging. The inconsistent presentation of nicotine content on the front of packs may contribute to misperceptions around product strength. A consistent and easily understood way of communicating nicotine content on the front of vape packaging may help consumers make more informed choices about vape products.