title: Online E-cigarette Marketing Claims: A Systematic Content and Legal Analysis.
abstract: OBJECTIVE
  Electronic nicotine delivery systems (ENDS), or e-cigarettes, are heavily marketed online. The purpose of our study was to perform a systematic identification and evaluation of claims made within ENDS retailer and manufacturer websites, and the legal status of such claims.
  
  
  METHODS
  We employed a systematic search protocol with popular search engines using 6 terms: (1) e-cigarettes; (2) e-cigs; (3) e-juice; (4) e-liquid; (5) e-hookah; and (6) vape pen. We analyzed English-language websites where ENDS are sold for implicit and explicit health-related claims. A legal analysis determined whether such claims are permissible under the US Food and Drug Administration's regulations.
  
  
  RESULTS
  The vast majority of ENDS manufacturer (N = 78) and retailer (N = 32) websites made at least one health-related claim (77% and 65%, respectively). Modified risk claims and secondhand smoke-related claims were most prevalent, with an average of 2 claims per site.
  
  
  CONCLUSIONS
  Health-related claims are plentiful within ENDS manufacturer and retailer websites. Results demonstrate that these sites focus on potential benefits while minimizing or eliminating information about possible harmful effects of ENDS. These claims are subject to the current regulatory authority by the FDA, and pose a risk of misinforming consumers.
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Elizabeth G
authors.initials: EG
authors.lastname: Klein
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Micah
authors.initials: M
authors.lastname: Berman
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Natalie
authors.initials: N
authors.lastname: Hemmerich
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Cristen
authors.initials: C
authors.lastname: Carlson
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: SuSandi
authors.initials: S
authors.lastname: Htut
authors.affiliation: Elizabeth G. Klein, Associate Professor, The Ohio State University College of Public Health, Columbus, OH. Micah Berman, Assistant Professor, The Ohio State University College of Public Health and Moritz College of Law, Columbus, OH. Natalie Hemmerich, Postdoctoral Fellow, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Cristen Carlson, MPH, Hamilton County Public Health, Cincinnati, OH. SuSandi Htut, Research Assistant, Center of Excellence in Regulatory Tobacco Science, The Ohio State University College of Public Health, Columbus, OH. Michael Slater, Professor, School of Communication, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Michael
authors.initials: M
authors.lastname: Slater
keywords: ENDS; claims; communications; electronic cigarettes; health; online