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Industry tactics in anticipation of strengthened regulation: BIDI Vapor unveils non-characterising BIDI Stick flavours on digital media platforms
  1. Ganna Kostygina1,
  2. Jennifer M Kreslake2,3,
  3. Mateusz Borowiecki1,
  4. Elexis C Kierstead2,
  5. Megan C Diaz2,
  6. Sherry L Emery1,
  7. Barbara Schillo2
  1. 1Department of Public Health, National Opinion Research Center at the University of Chicago, Chicago, Illinois, USA
  2. 2Schroeder Institute at Truth Initiative, Washington, DC, USA
  3. 3Department of Health, Behavior and Society, Johns Hopkins University Bloomberg School of Public Health, Baltimore, Maryland, USA
  1. Correspondence to Dr Ganna Kostygina, National Opinion Research Center at the University of Chicago, Chicago, Illinois 60603, USA; kostygina-anna{at}

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Research reported in this publication was supported by Truth Initiative and by the National Cancer Institute of the National Institutes of Health under Award Number R01CA234082.

In January 2020, the US Food and Drug Administration (FDA) issued guidance for the electronic cigarette industry, which resulted in a limited prohibition of flavoured cartridge or ‘pod’-based e-cigarette products but allowed for the sale of other flavoured e-cigarette products.1–3 Flavoured disposable products remain on the market, many of which include characterising flavours such as fruit, mint and candy. Currently, flavoured products (excluding menthol and tobacco) constitute 75% of all disposable e-cigarette sales.4 5 Flavoured tobacco products appeal to youth, and flavours may facilitate initiation and continued use by reducing tobacco harshness and other unpleasant sensory characteristics.6–13 Public health advocates deem the current federal guidance to be insufficient to address flavoured e-cigarette use among youth. Calls are mounting on federal, state and local officials to expand these restrictions to all flavoured e-cigarette devices as well as other tobacco products.14–18

BIDI Vapor, a Florida-based electronic cigarette company, produces the disposable e-cigarette brand BIDI Stick. …

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  • Twitter @MeganCDiaz, @sherryemery

  • Contributors GK, SLE and MB conceptualised the manuscript; GK wrote the first draft; SLE, JMK, ECK, MCD and BS revised the draft; the final version of the paper has been reviewed and approved by all coauthors.

  • Funding This study was funded by National Cancer Institute (R01CA234082), Truth Initiative (not applicable).

  • Disclaimer The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

  • Competing interests None declared.

  • Provenance and peer review Not commissioned; externally peer reviewed.