Electronic Nicotine Delivery Systems (ENDS): Mapping the Indian Online Retail Market

What Can Customers See? Exposed Information on E-Cigarette Online Retail Website: A Systematic Review

BACKGROUND

The internet is the main channel for electronic nicotine delivery systems sales that the media uses to publicize electronic cigarettes (e-cigarettes). Once e-cigarettes entered the market, they quickly became widely available online and in retail stores in many countries and regions around the world. This systematic review aims to explore the online marketing strategies for e-cigarette retail websites including the design of e-cigarette retail websites and how the information of retail websites was exposed to the public.

METHOD

Studies were searched in five databases: Cumulative Index to Nursing and Allied Health Literature, EMBASE, Web of Science, Communication & Mass Media Complete, and PubMed. Included studies were published between 2007 and 2019.

RESULTS

Eight studies were included in this review. Topics covered included smoking cessation claims, nicotine content claims, health or harmful substance exposure claims, age restriction/verification, membership and discounts, and media and celebrity effect. Most of the claims included information about the benefits of e-cigarettes, such as helping to quit smoking, being more environmentally friendly than traditional paper cigarettes, and not containing nicotine. Common marketing techniques included celebrity endorsements, showing discounts or membership offers, or getting a link to buy from the media.

CONCLUSIONS

The marketing of e-cigarettes is complex, and the authenticity of the information presented on the websites needs to be thoroughly understood. Such information will undoubtedly increase the interest and desire of potential buyers for e-cigarettes. Therefore, it is critical to establish necessary regulations regarding e-cigarette product information.

E-cigarette retailer storefront availability following a nationwide prohibition of e-cigarettes in India: A multicentric compliance assessment

INTRODUCTION

This study aimed to assess the availability of retailer storefronts that continued to sell electronic nicotine/non-nicotine delivery systems (ENDS/ENNDS) in India, and characterise such retailers following the promulgation of 2019 Indian Ordinance and Act (Ordinance/Act) that prohibit ENDS/ENNDS nationwide.

METHODS

Discreet observations were conducted of retailer storefronts across different socioeconomic zones in nine major cities of India (Bengaluru, Chandigarh, Dehradun, Delhi, Indore, Kolkata, Ludhiana, Raipur, and Ranchi) from 28 November 2019 to 22 January 2020 to identify the availability of ENDS/ENNDS (i.e. electronic cigarettes, e-cigarette liquid, e-cigarette accessories, heated tobacco products (HTPs), and HTPs accessories). We report the number and proportion (%) of retailers that sold ENDS/ENNDS. Other characteristics of the retailers are also described, including indirect evaluation of the retailer's awareness of the Ordinance/Act.

RESULTS

Of the 199 retailer storefronts visited, 37 (18.6%) sold ENDS/ENNDS and, therefore, did not comply with the Ordinance/Act. The highest availability of non-compliant retailers was in Kolkata (n=26; 83.9%). The majority of the non-compliant retailers were tobacco retailers (n=35; 94.6%), sold e-cigarettes (n=22; 59.5%), and e-cigarette accessories (n=24; 64.9%). Although many of the non-compliant retailers displayed their ENDS/ENNDS products (n=33; 89.2%) and did not feature health warnings related to ENDS/ENNDS (n=32; 86.5%) in the stores, nearly 90% (n=33) were aware of the Ordinance/Act.

CONCLUSIONS

Despite a nationwide ban, ENDS/ENNDS are still available in major cities in India, and concentrated in a particular city. Indian authorities should focus on law enforcement to ensure that the prohibition is effectively implemented.

Vaping and e-cigarettes: A public health warning or a health promotion tool?

Over the past decade the use of electronic cigarettes (e-cigarettes) or so-called vaping has become increasingly popular in many parts of the world.  The e-cigarette is a battery-operated device which releases vapours of flavoured nicotine instead of tobacco smoke. The e-cigarette is a way to consume nicotine which gives the ‘high’ without the consumption of tar and other cancerous chemicals normally present in conventional tobacco cigarettes.

Hookah products and online retail marketing strategies in India: A content analysis

INTRODUCTION

Hookah smoking is becoming increasingly popular among the youth. Evidence shows that exposure to marketing of the unhealthy products through social media platforms may impact adolescent health behaviors. The aim of the study was to perform a content analysis of online portals selling hookah products.

MATERIALS AND METHODS

A content analysis of online retail market was conducted on Google India using three keywords hookah, hookah products, and shisha. Retail websites popular in India that were selling hookah products were randomly selected and explored. A total of 15 themes were developed and used to describe various promotional strategies for hookah products.

RESULTS

In all, 41 (19.2%) products claimed to be tobacco/nicotine-free and only 14 products (6.5%) displayed age/health-specific warnings. About 86% of products were available at discounted rates; glamorizing words for describing products in form of superior, premium, and legendary were found on 189 (88.3%) products. Phrases such as "ultimate way to celebrate," "perfect excuse to chill with your friends," and "now enjoy the world of smoking without any doubt of harm" are commonly used to promote hookah products.

CONCLUSION

Easy availability of newer forms of smoking at online markets could play a role in promoting the use of hookah among the youth. Most products are being sold without any warnings and there is no means to control the selling of the products to minors. There is a need to raise the issue of hookah products in the same tune as done for other forms of tobacco.