Plain Packaging as a Strategy to Reduce Teen Vaping

Recent research indicates that implementing plain packaging for vape pods may be an effective approach to decreasing interest among teenagers, while having little impact on adults. A comprehensive study conducted by researchers from University College London and King's College London, published in The Lancet Regional Health—Europe, examined the influence of standardized vape packaging on different age groups.

The study involved survey responses from 2,770 young people aged 11 to 18 and 3,947 adults in the UK. Participants were shown various vape packs, including branded designs and standardized white packs featuring minimal branding and simplified flavor descriptions. Results revealed that 53% of adolescents believed their peers would be interested in trying branded vaping products, a figure that dropped significantly to 38% when the packs were standardized in plain white packaging. Conversely, adult interest levels remained relatively unchanged regardless of packaging style.

Importantly, the study found that standardized packaging did not alter adults' perception of vaping risks compared to cigarettes. This suggests that regulatory measures like plain packaging could help curb youth vaping without deterring adult smokers from using e-cigarettes as a quitting aid.

The research underscores the importance of balancing regulation to protect young people while supporting adult smokers' cessation efforts. The UK’s upcoming Tobacco and Vapes Bill aims to expand regulations covering packaging, advertising, and flavors to make vaping less appealing to minors. Currently, approximately 7% of young teenagers in Britain vape, with many doing so daily, highlighting the need for effective policies.

Lead researcher Dr. Eve Taylor emphasized that regulations should effectively deter youth without discouraging adult smokers. Hazel Cheeseman from ASH echoed this sentiment, stressing the significance of policy changes to better regulate vaping products.

The study utilized data from the 2024 ASH Youth Survey and a representative adult sample, with participants viewing different packaging options and indicating their interest levels. Findings demonstrate that plain packaging, especially with simplified flavor descriptors, can reduce the appeal among teens, providing a potential tool for policymakers aiming to address underage vaping.

While the research illustrates promising avenues for regulation, it also notes limitations, such as the difference in question phrasing for adults and youth, which might influence results. Nevertheless, these findings support continued efforts to implement targeted packaging policies as part of a comprehensive strategy to tackle teen vaping.

Source: [https://medicalxpress.com/news/2025-09-plain-packaging-tackle-teen-vaping.html]