Appearance of marketing claims across the top 10 EC brand websites in England
| Marketing claims | Frequency | Example |
| Comparisons with tobacco and health-related claims | ||
| ECs as an alternative to smoking | 10 | ‘Intended for adult smokers seeking a satisfying alternative to cigarettes’ |
| ECs as less harmful than smoking | 6 | ‘Clear scientific evidence and the support of governments that vaping ECs is less harmful than smoking’ |
| ECs as a smoking cessation aid | 8 | ‘These devices will help you quit smoking’ |
| ECs as risk-free or harmless | 4 | ‘You can vape safely knowing that there are no harmful ingredients’ |
| Claims relating to product characteristics | ||
| Product quality | 10 | ‘We use only high-quality ingredients, conduct rigorous testing, design our products with safety features’ |
| Personalisation or customisation of the product(s) | 9 | ‘Keep it sleek and sophisticated with a discreet black carry case, or find one emblazoned with your favourite Marvel character.’ |
| Availability of different colours | 9 | ‘Available in 6 different color options to match your style’ |
| Sustainability or ‘eco-friendliness’ of the product(s) | 7 | ‘We are taking steps to deliver more sustainable vaping products to you and reduce our impact on the environment. Join us. Together we can be kinder to the planet.’ |
| Fire safety of the product(s) | 6 | ‘A range of built-in safety protections, courtesy of the ASP chipset, including overcharge, overheat and short circuit, delivers a secure and long-lasting vaping experience.’ |
| Financial claims | ||
| Vendor promotions or offers | 10 | ‘Share your stories with us and win a [product)! Comment below about your personal vaping experience’ |
| Cheaper cost compared with tobacco | 5 | ‘A cost that is 80% lower than buying a packet of cigarettes’ |
| Social claims | ||
| Reference to an increased ability to socialise | 7 | ‘People will avoid smokers because they hate the odour(…)when you switch from smoking to vaping, you'll notice that people will want to spend more time with you.’ |
| ECs not bothering non-smokers or lack of secondhand smoke | 7 | ‘Vaping doesn't release any irritating substance that could cause disturbance to the people around.’ |
| Association of ECs with personal identity | 7 | ‘Brand new designs will help show off your style and personality.’ |
| Claims relating to flavour, nicotine and sensory experiences | ||
| Sensory experiences associated with ECs | 10 | ‘Providing a smooth and flavorful mouth to lung vape with all the throat hit you may need.’ |
| Availability of different flavours | 9 | ‘There is a taste for everyone with over 50 delicious e liquid flavours to choose from’ |
| Availability of nicotine salts | 9 | ‘Nicotine salts offer a richer vapour, for a more intense vaping experience.’ |
| Reference to nicotine strength | 7 | ‘[brand] offers different strength and flavour options to help you find your satisfaction.’ |
| Claims relating to modernity and convenience | ||
| EC products as ‘modern’ or ‘innovative’ | 10 | ‘Modernising the traditional EC with a sleek design’ |
| Convenience of use | 10 | ‘Designed to be convenient, easy-to-use, and satisfying’ |
| Claims relating to collaborations | ||
| Collaborations with celebrities, musicians, artists, brands or other icons | 4 | ‘Whether it’s big concerts, small jams, art exhibitions, comedy or sports events, you can find [brand] products at the following venues across the UK.’ (logos of clubs and venues) |
EC, electronic cigarette.