The emergence of e‐cigarette retail shops in a regulated tobacco control environment

ISSUE ADDRESSED: E‐cigarettes are of growing concern. We aimed to determine the location and characteristics of retail shops selling e‐cigarette products in Perth, Western Australia. METHODS: Two phase study: (i) identifying all e‐cigarette retailers in the Greater Capital City Statistical Area of Perth; (ii) audit at the point‐of‐sale to assess products, promotions and shop characteristics (n = 41). RESULTS: Ninety‐eight retailers selling e‐cigarette products were identified: 43 tobacconists (44%), 21 vape shops (21% – up from one shop in 2017), 14 supermarkets (14%), 12 service stations (12%) and 8 smoke shops (8%). The most common e‐cigarette product was non‐nicotine e‐liquid, available at 38 (93%) stores audited. Most stores sold parts of e‐cigarette devices (n = 25, 61%). Front counter displays were the most frequent form of promotion (n = 40, 98%). Vape shops differed from other retailers, having bar‐style layouts (n = 15, 71%), lounge areas (n = 7, 33%) and free e‐liquid samples (n = 17, 89%). CONCLUSION: The availability of e‐cigarette products from retail shops and particularly vape shops is increasing. E‐cigarette retailers are using traditional promotional techniques including point‐of‐sale displays to market their products, while vape shops are extending their appeal through bar style, lounge layouts and free trials. IMPLICATIONS FOR PUBLIC HEALTH: Understanding the e‐cigarette retail store environment is essential for identifying emergent trends, potential regulations and future research. SO WHAT? The e‐cigarette retail market in the Perth is growing, shops using traditional and new promotional techniques to market e‐cigarette products. Our findings identify a need for public health surveillance, regulations and legislation.