New research suggests that enforcing plain, standardized packaging for vape products significantly reduces their appeal to teenagers while having little impact on adult interest. This finding supports proposed regulations aiming to curb youth vaping without hindering adults from using e-cigarettes as a smoking cessation tool.
Key Takeaways:
- Teen Deterrent: Standardized packaging reduced perceived teen interest from 53% to 38%.
- Adult Neutrality: Plain packaging did not discourage adults from using vapes.
- Policy Support: Findings back the UK's Tobacco and Vapes Bill to regulate packaging.
Plain packaging refers to the removal of branding, colors, and logos from product containers, a strategy long used in tobacco control. A new study led by researchers from University College London (UCL) and King’s College London indicates that applying this approach to vape pods could be a key tool in reducing youth vaping rates.
Study Findings: A Clear Divide in Appeal
Funded by Research England and published in The Lancet Regional Health, the study surveyed 6,717 respondents across Great Britain, including 2,770 adolescents aged 11-18. Participants were shown various vape packaging designs, ranging from fully branded, colorful packs to standardized white boxes with simple black text.
The results highlighted a significant shift in perception among younger participants:
- Branded Appeal: 53% of teenagers believed their peers would be interested in trying vapes with normal, branded packaging.
- Standardized Effect: When shown plain, standardized packaging, this figure dropped to 38%.
Crucially, the study found that this change in packaging did not negatively impact adult interest. Adult smokers and vapers did not perceive the plain-packaged products as more harmful or less effective, suggesting that such regulations would not deter them from using vapes as a means to quit smoking.
Balancing Youth Protection and Harm Reduction
With Action on Smoking and Health (ASH) estimating that 400,000 adolescents in Great Britain were vaping in 2025, the need for effective regulation is urgent. Vape companies often use bright colors and cartoonish designs that appeal to youth.
Dr. Eve Taylor, the study's lead author, emphasized the delicate balance required in regulation: "They must aim to deter young people... while at the same time avoiding discouraging people who smoke from using vaping to quit. Our findings... show that regulating vape packaging might be helpful by reducing vaping’s appeal to adolescents but not adults."
Hazel Cheeseman, chief executive of ASH, welcomed the findings as evidence for policymakers. She urged the UK Parliament to pass the Tobacco and Vapes Bill, which includes provisions to regulate packaging, display, and flavors, alongside a generational ban on tobacco sales.
Vape Lifestyle & Advocacy Blogger
Chloe Evans, widely known as "CloudChaser Chloe," is a prominent voice in the global vaping community, celebrated for her vibrant personality and keen focus on the lifestyle aspects of vaping. Based in the creative hub of Portland, Oregon, Chloe's content blends fashion, art, and harm reduction, offering a fresh perspective on the vaping world. She aims to demystify vaping for adult consumers and challenge outdated perceptions, promoting a responsible and enjoyable experience.