Role of vape shop marketing and awareness of FDA regulations in employees' perceptions of electronic cigarettes

In order to meet the strong demand for e-cigarettes there has been a surge in the number of vape shops.  The marketing of e-cigarettes, however, is currently unregulated. These shops are of concern as they not only sell e-cigarettes but also provide a more casual and welcoming environment compared to traditional tobacco shops. Along with traditional marketing, vape shops are able to utilize their employees as advertising tools to sell their products.

We will present empirical data from a pilot-study on vape shops (n=78) in Los Angeles, which examined different characteristics of shops through employee interviews and store observations.  The data were collected from shops in communities that are predominantly, African-American (n=20), Hispanic (n=17), Korean (n=18), or non-Hispanic White (n=23).   

Sixty-one percent of the stores had advertisements for e-cigarettes and 81% had promotions offering discounts.  Employees who worked in stores with e-cigarette advertisements were significantly more likely to view them as safer than combustible cigarettes (Fishers:p<0.01); 93% of the employees interviewed were aware of potential FDA regulatory actions regarding vape shops, with most expecting regulatory actions to address e-juices. Those who viewed e-cigarettes as safer were more likely to be aware of FDA actions (p<.05).

Employee perceptions of e-cigarette safety and FDA regulatory actions could affect the way they present the products to consumers, which will represent increases in sales and nicotine addiction.  Addressing vape shops’ discount promotions must be a priority as these can lead to initiation of use by price conscious consumers such as youth and ethnic minorities.