The characteristics of online marketing of e-cigarettes, particularly in regard to safeguards for children, were examined in an analysis of New Zealand vendor websites and associated YouTube videos, Facebook and Twitter accounts. Only 6 of 59 (10%) vendor websites required proof of age before purchase, only a third (32%) had detectable health warnings, and only 25% mentioned nicotine addiction. At least one social networking or video sharing site was used in 92% of vendor websites. Health or addiction warnings were not detected on any of the 60 associated Facebook accounts or 52 linked YouTube videos, and in only 1 of the 26 associated Twitter accounts. The authors concluded that online marketing of e-cigarettes in New Zealand ‘lacks adequate information for consumers and does not effectively prevent access by children and young people’.
