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NAQC Newsroom: Research

Cartoon Images on e-juice Labels: A Descriptive Analysis.

Thursday, February 13, 2020  
Posted by: Natalia Gromov
Seitz CM, Orsini MM, Jung G, Butler K.
Cartoon Images on e-juice Labels: A Descriptive Analysis.
Nicotine Tob Res. 2020 Jan 30. pii: ntaa029. doi: 10.1093/ntr/ntaa029. [Epub ahead of print]

Although previous studies have found cartoons in e-cigarette advertisements, social media posts, and a small sample of labels, there has yet to be an analysis of cartoons located on the labels attached to bottles of e-juice (the solution that contains nicotine and other chemicals). As such, the objective of this study was to analyze the prevalence and types of cartoons on e-juice labels.
Given the previous success of Joe Camel on youth tobacco use, the prevalence of cartoon images found in this study is noteworthy. In addition, the number of brands that had cartoons on e-juice labels indicates that this issue is pervasive among businesses that sell e-juice.

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