Themes in e-liquid concept names as a marketing tactic: evidence from Premarket Tobacco Product Applications in the USA

Concept naming of flavours is popular among e-liquid manufacturers.1–3 Rather than explicitly stating a taste or smell, these names convey aesthetics or sensations (eg, unicorn, frostbite, roadhouse), as well as positive health and lifestyle experiences (eg, relaxed, blissful).4 Concept names are frequently accompanied by colourful packaging and bottle designs that reinforce their connotations.1 2 While concept naming is not novel, its impact on youth appeal, as distinct from the flavours themselves, is understudied.5 Concept naming warrants additional attention following US regulatory developments limiting characterising flavours in e-liquids. Several states and localities (eg, New York, Massachusetts, San Francisco) prohibited the sale of non-tobacco-flavoured electronic cigarette (e-cigarette) and e-liquid products as early as 2020,6 and as of April 2022, the US Food and Drug Administration (FDA) issued Premarket Tobacco Product Marketing Granted Orders only for...
Source: Tobacco Control - Category: Respiratory Medicine Authors: Tags: Open access Industry watch Source Type: research