A Content Analysis of Nicotine Descriptors on the Front of Vape Packaging in the United Kingdom

Introduction:
This text provides an analysis of how nicotine content is displayed on the front of vape packaging in the United Kingdom. The study aims to examine the compliance of vape packaging with the Tobacco and Related Products Regulations (TRPR) 2016 and to document the range of nicotine descriptors used on vape packaging.

Key Points:

* The study analyzed a representative, stratified selection of vapes and refill packs (n = 156) available on the UK market.
* 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.
* Less observed indicators included graphic and textual depictions of strength, dosage information, and an equivalent number of cigarettes.
* The study found inconsistency in how nicotine content is currently displayed on vape packaging.
* Further research is needed to examine how best to display nicotine content to promote consumer understanding and informed decision-making.

Main Message:
The front of vape packaging communicates important product information to consumers, and there is inconsistency in how nicotine content is displayed. 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. The study highlights the need for clear guidance for companies and detailed consumer research to better communicate product strength and nicotine descriptors to consumers.

Allison Ford, Anne Marie MacKintosh, Amber Morgan, Daniel Jones, Crawford Moodie, Kate Hunt, Kathryn Angus, A Content Analysis of Nicotine Descriptors on the Front of Vape Packaging in the United Kingdom, Nicotine & Tobacco Research, Volume 27, Issue 1, January 2025, Pages 152–156, https://doi.org/10.1093/ntr/ntae168