A recent study conducted by TARG (Tobacco and Alcohol Research Group) at the University of Bristol and the Behaviour Change by Design group at the University of Cambridge aimed to assess the impact of e-cigarette retail displays on susceptibility to smoking and e-cigarette use, as well as their perceived harms, in children in the UK.

The study was conducted online, with UK children aged 13-17 years old. These children were randomised into four groups. In each group, each child was shown 12 images of retail displays, which varied regarding the visibility of e-cigarette products (high or low visibility) and the proportion of e-cigarette images compared to images of unrelated products (e.g., confectionery, stamps, drinks) (high or low proportions) depending on the randomised group.

Overall, we found no clear evidence to suggest that exposure to e-cigarette retail displays increased children’s susceptibility to smoking or e-cigarette use. However, viewing a higher proportion of e-cigarette images did increase susceptibility to smoking among children who were regular store visitors or those paying more attention when completing the study. Also, viewing higher visibility e-cigarette images reduced children’s perceived harm of smoking.

This suggests that a review of the current regulatory discrepancy between tobacco and e-cigarette point-of-sale marketing is warranted, given their potential to encourage smoking in children, which could inform policy on regulating e-cigarette displays.