An analysis of key stakeholder policy perspectives in the proposed e-cigarette regulations in New Zealand

ISSUE ADDRESSED

The use of e-cigarettes is increasing; New Zealand (NZ) has witnessed a rapid rise in consumption. Policymakers face a challenge to balance the impacts of regulation on those who use e-cigarettes as a smoking cessation tool while protecting people who do not smoke from the harms of e-cigarette use, particularly young people. Previous research has demonstrated varying perspectives on e-cigarette regulation according to different stakeholders and interest groups. This study examined key stakeholders' positions on the drafted legislation to regulate e-cigarettes in NZ.

METHODS

Using written submissions made during public consultation in 2020, we conducted a content analysis to determine levels of support for e-cigarette regulations. Submissions made by the e-cigarette industry and the health sector were included for analysis.

RESULTS

The tobacco industry is heavily invested in ensuring that e-cigarettes continue to be promoted and available in NZ with minimal restrictions. On the contrary, health organisations supported the introduction of regulations to reduce marketing to, and use of e-cigarettes by youth and people who do not smoke.

CONCLUSIONS

The industry opposes restrictions using similar approaches employed against tobacco control measures. Despite perceptions of division, the health sector is generally unified in support of e-cigarette restrictions. SO WHAT?: Policymakers must protect public health policies from commercial interests and be cautious of opposition framed as public health concerns.

Online retail promotion of e-cigarettes in New Zealand: A content analysis of e-cigarette retailers in a regulatory void

ISSUE ADDRESSED

This study explores online e-cigarette retailer marketing in the absence of regulations.

METHODS

New Zealand-based online e-cigarette retailer websites were identified using a keyword search. Ten New Zealand-based retailer websites were selected based on top results from Google. The four leading tobacco companies operating in New Zealand were also included. A content analysis of the online marketplace was performed.

RESULTS

Price was variable, with disposable devices sold from as little as $9.99 (NZD). Online e-cigarette retailers frequently presented health (79%) and smoking cessation (71%) messages. Nicotine addiction warnings were explicit in less than half of retailer sites (43%) and only 29% of retailers stated that the use of devices may pose health risks. Marketing techniques with potential youth appeal included sweet flavours (80%) and cartoon characters on e-liquid products (20%). Only one retailer had an age verification procedure to purchase a product.

CONCLUSION

The findings suggest that online marketing is likely to appeal to young people despite industry assurances that e-cigarettes are only promoted to adult smokers who want to quit. Regulations for online retailers are urgently needed. SO WHAT?: This study adds to the surveillance research on the online marketing of e-cigarette retailers. Study findings may help inform future decisions on the regulation of e-cigarette marketing in New Zealand.