Impact of the FDA flavour enforcement policy on flavoured electronic cigarette use behaviour changes

INTRODUCTION: This study aims to investigate electronic cigarette (e-cigarette) use behaviour changes after the implementation of the US Food and Drug Administration (FDA) restriction on the sale of all unauthorised flavoured cartridge-based e-cigarettes other than tobacco and menthol flavour on 6 February 2020, as well as factors associated with these changes. METHODS: Through Amazon’s Mechanical Turk service, 3533 current adult flavoured e-cigarette users (who were not exclusive tobacco-flavoured or menthol-flavoured e-cigarette users) were recruited for an online survey from 8 July to 29 July 2021. Multiple logistic regression models were used to identify significant factors associated with quitting e-cigarette use, switching to other flavoured electronic nicotine delivery system (ENDS) products, switching to combustible tobacco products, switching to menthol-flavoured e-cigarettes and switching to tobacco-flavoured e-cigarettes. RESULTS: Resulting from the FDA flavour enforcement policy, the top four e-cigarette use behaviour changes were: (1) switching to other flavoured ENDS products such as the tank system or disposable e-cigarettes (29.24%), (2) switching to menthol-flavoured pod systems (18.09%), (3) switching to combustible tobacco products (14.12%) and (4) switching to tobacco-flavoured pod systems (12.03%). There were 4.9% participants who indicated that they quit e-cigarette use. Overall, multiple factors, especially past 30-day use of certain flavours, were associated with different behaviour changes. CONCLUSIONS: The implementation of the FDA flavour enforcement policy on cartridge-based e-cigarette was associated with significant e-cigarette behaviour changes, with multiple factors being associated with these changes. These results provide important information for future regulations of flavoured e-cigarette products.