Design and marketing features influencing choice of e-cigarettes and tobacco in the EU

Eur J Public Health. 2016 Oct;26(5):838-841. doi: 10.1093/eurpub/ckw109. Epub 2016 Jul 28.


Data were analysed from the 2014 Special Eurobarometer for Tobacco survey. We estimated self-rated importance of various factors in the choice of both tobacco and electronic cigarettes (e-cigarettes) among tobacco smokers who had ever used an e-cigarette. Among ever users of tobacco and e-cigarettes (N = 2430), taste (39.4%), price (39.2%) and amount of nicotine (27.3%) were the most commonly cited reasons for choosing their brand of e-cigarettes. Those aged 15-24 were more likely to cite external packaging [adjusted prevalence ratio (aPR = 2.06, 95% CI 1.00-4.23)] and design features (aPR = 1.99, 1.20-3.29) as important. As further legislation is debated and enacted enhanced regulation of price, design and marketing features of e-cigarettes may help to reduce the appeal of e-cigarettes.

Publication types

  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adolescent
  • Adult
  • Aged
  • Aged, 80 and over
  • Choice Behavior*
  • Electronic Nicotine Delivery Systems*
  • European Union
  • Female
  • Humans
  • Male
  • Marketing / methods*
  • Middle Aged
  • Product Labeling / methods*
  • Smoking Cessation / methods*
  • Smoking Cessation / psychology*
  • Surveys and Questionnaires
  • Tobacco Use / psychology*
  • Young Adult