TY - JOUR T1 - Themes in e-liquid concept names as a marketing tactic: evidence from Premarket Tobacco Product Applications in the USA JF - Tobacco Control JO - Tob Control DO - 10.1136/tc-2022-057657 SP - tc-2022-057657 AU - Linnea Laestadius AU - Julia Vassey AU - Minji Kim AU - Jenny Ozga AU - Dongmei Li AU - Cassandra Stanton AU - Heather Wipfli AU - Jennifer B Unger Y1 - 2022/09/28 UR - http://tobaccocontrol.bmj.com/content/early/2023/01/18/tc-2022-057657.abstract N2 - Concept naming of flavours is popular among e-liquid manufacturers.1–3 Rather than explicitly stating a taste or smell, these names convey aesthetics or sensations (eg, unicorn, frostbite, roadhouse), as well as positive health and lifestyle experiences (eg, relaxed, blissful).4 Concept names are frequently accompanied by colourful packaging and bottle designs that reinforce their connotations.1 2 While concept naming is not novel, its impact on youth appeal, as distinct from the flavours themselves, is understudied.5Concept naming warrants additional attention following US regulatory developments limiting characterising flavours in e-liquids. Several states and localities (eg, New York, Massachusetts, San Francisco) prohibited the sale of non-tobacco-flavoured electronic cigarette (e-cigarette) and e-liquid products as early as 2020,6 and as of April 2022, the US Food and Drug Administration (FDA) issued Premarket Tobacco Product Marketing Granted Orders only for tobacco-flavoured e-cigarette and e-liquid products, denying many flavoured products.7 Several countries, including China and Denmark, have announced similar restrictions.8 Prior research suggests that tobacco companies attempt to bypass flavour restrictions through concept names that obscure flavour profiles.9 10 For example, BIDI Vapor renamed its flavoured disposable e-cigarettes with concept names … ER -