Implementation of e-cigarette regulation through the EU Tobacco Products Directive (2016) in Wales, Scotland and England from the perspectives of stakeholders involved in policy introduction and enforcement.

Rachel Brown,Graham Moore,Anna Blackwell,Nick Page,Jordan Van Godwin,Olivia Maynard,Jennifer Mckell,Britt Hallingberg,Linda Bauld

doi:10.18332/tpc/134370

Abstract

INTRODUCTIONFrom May 2016, the European Union introduced the Tobacco Products Directive (TPD) regulations, which included restrictions to advertising and new safety and labeling standards for e-cigarette products. This represented the first supranational policy regulating e-cigarette sales and marketing. This study explores perceptions of TPD and its implementation in Wales, Scotland and England, from perspectives of stakeholders involved in tobacco and e-cigarette policy and implementation in each nation.METHODSSemi-structured qualitative interviews were completed with 12 stakeholders from government and third sector organizations in the UK involved in tobacco control policy-making processes, and Trading Standards Officers from 13 UK local authorities. Data were analyzed thematically and a sub-sample double-coded.RESULTSStakeholders held varying views of e-cigarettes, recognizing potential benefits and harms of both the products and the new policy actions. Nevertheless, most perceived TPD to be a positive step in introducing regulation for e-cigarettes. Compliance was perceived as high across nations, although stakeholders highlighted product adaptations to circumvent restrictions, and absence of controls on non-nicotine products. Budgetary and staffing limitations also meant that capacity to communicate new measures, and enforce change, was limited. This led to a gap occupied by industry representatives, who played a substantial role in preparing retailers for adoption of new measures.CONCLUSIONSTPD policy roll-out was largely perceived positively and as having been effectively implemented. However, contribution of industry to communication of new measures and absence of resourcing for effective communication perhaps introduced widespread innovations within regulations. While largely viewed positively, some refinements to device regulations were proposed.

Highlights

INTRODUCTION FromMay 2016, the European Union introduced the Tobacco Products Directive (TPD) regulations, which included restrictions to advertising and new safety and labeling standards for e-cigarette products
The extent of local variations is minimized in light of the WHO Framework Convention on Tobacco Control (FCTC)5 – a global convention which calls on nations to adopt measures such as: creation of smoke-free public spaces; bans on tobacco advertising and sponsorship; and inclusion of health warnings on packaging
This study explores implementation of the e-cigarette measures of the TPD policy in Welsh Government ‘Smoke-free Premises and Vehicles (Wales), Scotland and England from the perspective of tobacco control policy stakeholders and Trading Standards Officers (TSOs)

Summary

Introduction

INTRODUCTION FromMay 2016, the European Union introduced the Tobacco Products Directive (TPD) regulations, which included restrictions to advertising and new safety and labeling standards for e-cigarette products. In the UK, substantial declines in tobacco use in recent decades have resulted in historically low levels of regular smoking among adults and young people[1] These declines are widely acknowledged to be attributed to implementation of policy measures at multiple system levels[2], from individually-targeted actions such as education campaigns and smoking cessation programs, to national policies such as price and taxation increases and restrictions on advertising. Within the UK, responsibility for tobacco and e-cigarette policy falls to both UK government and the devolved administrations in Wales, Scotland and Northern Ireland This means that some aspects of regulation are variably implemented across the nations (e.g. increase in age of sale from 16 to 18 years, ban on point-of-sale displays), while others are introduced more uniformly (e.g. implementation of plain packaging). The extent of local variations is minimized in light of the WHO Framework Convention on Tobacco Control (FCTC)5 – a global convention which calls on nations to adopt measures such as: creation of smoke-free public spaces; bans on tobacco advertising and sponsorship; and inclusion of health warnings on packaging

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