Impact of e-liquid packaging on vaping product perceptions among youth in England, Canada, and the United States; a randomised online experiment.

Branded packaging of vaping products appeals to youth and might prompt nicotine use among those who had never smoked. This study suggests that restricting branding elements on e-liquid packaging is associated with youth lower interest in trying e-liquids and higher misperceptions that vaping is equally or more harmful than smoking. Standardised packaging might reduce appeal of vaping among youth, but its potential to discourage vaping for harm reduction should also be considered.