Standardized Branding of Disposable Vaping Devices Reduces Young People's Interest

Reduction in interest was more pronounced among smokers

By Lori Solomon HealthDay Reporter

FRIDAY, May 23, 2025 (HealthDay News) — Standardizing the color and branding of disposable vaping devices reduces young people’s interest in trying them, according to a study published online May 20 in Tobacco Control.

Harry Tattan-Birch, Ph.D., from University College London, and colleagues estimated the impact of standardizing the color and branding of disposable vaping devices on young people’s interest in trying them compared to branded disposable vapes. The analysis included survey responses from 16- to 29-year-olds in Canada, England, and the United States in 2023 (15,259 individuals).

The researchers found that a greater proportion of participants reported “no interest in trying” the white standardized vapes versus the branded vapes (67.1 versus 62.8 percent; adjusted risk ratio [aRR], 1.127). The impact of standardization on those reporting no interest was greater for those who had in the past 30 days only smoked (47.5 versus 37.5 percent; aRR, 1.287), only vaped (19.9 versus 16.4 percent; aRR, 1.220), dual used (13.5 versus 9.5 percent; aRR, 1.420), or formerly vaped/smoked (72.6 versus 65.0 percent; aRR, 1.119) compared with those who had never smoked or vaped. The impact was also greater in the oldest age group.

“There may be unintended consequences in terms of discouraging those who smoke from switching to vaping, which should be further investigated and possibly balanced with other targeted policies to encourage smoking cessation,” the authors write.

One author disclosed ties to the pharmaceutical industry.