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.