Standardized (‘plain’) packaging is effective in reducing the appeal of cigarettes among young people. This study examined the impact of plain packaging and brand imagery on interest in trying e-cigarettes among youth. Experimental design. Two online experiments were conducted in February 2020 as part of the ITC Youth Tobacco & Vaping Survey, conducted with 13,624 16- to 19-year-olds in Canada, England, and the USA. In the between-group Experiment 1, participants were randomized to view a set of 3 e-cigarette brands, in either their original external packaging (‘branded’ condition) or standardized olive-green packaging (‘standardized’ condition), and asked to select the product they would be most interested in trying. The within-group Experiment 2 examined brand imagery directly on devices, including potential differences in appeal among subgroups. Each participant viewed 4 pod-style e-cigarette devices: one ‘plain’ and 3 in colourful ‘skins’. Logistic regression models were conducted to test the effect of condition, adjusting for demographics, smoking and vaping status. In Experiment 1, participants in the ‘standardized’ packaging condition were significantly more likely to indicate ‘I have no interest in trying any of these products’ (72.3%) than those in the ‘branded’ condition (66.9%, AOR 1.45, 95% CI 1.33–1.59). Experiment 2 results indicated differences in e-cigarette appeal by sex in the selection of male- and female-oriented designs, and by cannabis use for a Rastafarian-themed design. Brand imagery on e-cigarettes can target products to specific subgroups. Removal of imagery, in the form of standardized packaging, has the potential to reduce interest in trying e-cigarettes among young people.

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品牌与标准化电子烟包装和设备设计的影响：年轻人对电子烟产品兴趣的实验研究

标准化（“普通”）包装可有效降低香烟对年轻人的吸引力。这项研究探讨了平装和品牌形象对年轻人尝试电子烟兴趣的影响。实验设计。作为 ITC 青少年烟草和电子烟调查的一部分，2020 年 2 月进行了两项在线实验，调查对象为加拿大、英国和美国的 13,624 名 16 至 19 岁青少年。在组间实验 1 中，参与者被随机查看一组 3 个电子烟品牌，无论是原始外包装（“品牌”状态）还是标准化橄榄绿包装（“标准化”状态），并被要求选择他们最有兴趣尝试的产品。组内实验 2 直接在设备上检查品牌形象，包括子组之间吸引力的潜在差异。每位参与者观看了 4 个荚式电子烟设备：1 个“普通”电子烟设备和 3 个彩色“外壳”电子烟设备。采用逻辑回归模型来测试条件的影响，并根据人口统计数据、吸烟和电子烟状况进行调整。在实验 1 中，“标准化”包装条件下的参与者比“品牌”条件下的参与者（66.9%，AOR 1.45，95）更有可能表示“我没有兴趣尝试这些产品中的任何产品”（72.3%）。 % CI 1.33–1.59）。实验 2 结果表明，在选择面向男性和女性的设计时，以及在以拉斯塔法里教为主题的设计中使用大麻时，电子烟的吸引力存在差异。电子烟上的品牌形象可以将产品定位到特定的子群体。以标准化包装的形式去除图像可能会降低年轻人尝试电子烟的兴趣。