JMIR Publications

ABSTRACT

Background:

While marketing for electronic cigarette refill liquids (“e-liquids”) is widespread on Instagram, little is known about the post elements that create appeal among young adult Instagram users. Further information is needed to help shape regulatory strategies appropriate for social media.

Objective:

This study examined young adult Instagram user perceptions of actual e-liquid marketing posts and U.S. Food and Drug Administration (“FDA”) mandated nicotine addiction warning statements on Instagram.

Methods:

A series of 12 focus groups (n=69) were held with non-tobacco users, vapers, smokers, and dual users in Wisconsin between September and December 2018. Participants discussed the elements of posts that they found appealing or unappealing, in addition to completing a survey about each post/product. Focus group transcripts were analyzed by smoking status using a framework analysis approach.

Results:

Although willingness to try e-liquids was highest among nicotine users, focus group discussions indicated that Instagram posts promoting e-liquids held appeal for individuals across smoking statuses. The primary elements that created appeal were the perceived trustworthiness and authenticity of the Instagram account, attractive design and flavor visuals, and promotion of flavors and nicotine levels that met personal preferences. Post appeal was reduced by references to vaping subcultures, not taking addiction to nicotine seriously, and FDA mandated nicotine warning statements. Non-tobacco users were particularly drawn to posts featuring nicotine-free e-liquids with attractive visual designs and flavors known from foods.

Conclusions:

Young adults consider a broad range of elements in assessing the appeal of e-liquid marketing on Instagram, with minor but notable distinctions by smoking status. Non-tobacco users are uniquely drawn to nicotine-free e-liquids and are more deterred by the FDA’s mandated nicotine addiction warning statements than those from other smoking statuses. This suggests that it may be possible to tailor policy interventions in a manner that helps to reduce novel update of vaping, without significantly diminishing its potential harm-reduction benefits.