Abstract

Background: With the growth in the use of electronic cigarettes in many areas concerns have increased that these devices, enabling users to inhale nicotine and flavored liquids in aerosolized form, might result in the renormalization of smoking and ultimately to an increase in smoking prevalence. The current study describes the views and behavior of a sample of non-smokers who have witnessed electronic cigarette use (vaping) on frequent occasions. The aim of the research was to identify whether such visible vaping was having a notable impact on how this sample of non-smokers viewed smoking, their likelihood of starting to smoke and their attitudes towards smoking and vaping. Methods: Semi structured interviews were undertaken with 100 non-smokers recruited from Scotland and the north of England. Interviews were undertaken by trained peer interviewers, audio recorded and subjected to detailed thematic analysis. Results: Visible vaping was commonly reported by interviewees who typically interpreted such vaping as indicating that the individual was seeking to reduce or cease his or her smoking. Whilst the sight of someone using an e-cigarette could stimulate curiosity on the part of non-smokers as to what the experience of vaping was like there was little indication that our sample of non-smokers were intending taking up vaping on a regular basis. There were indications from our interviews that visible vaping had resulted in either no change in what individuals assessed as their likelihood of to smoke and for a minority of interviewees visible vaping had resulted in a reduced likelihood of smoking as assessed by interviewees. Conclusions: To the extent that electronic cigarette use remains distinguishable from smoking combustible cigarettes there is a possibility that vaping may be associated with further de-normalization of smoking.

Authors and Affiliations