Exploring possible point-of-sale restrictions for vapes and nicotine pouches: cross-sectional surveys with adults and adolescents in the UK

In the aisles of shops across the United Kingdom, the way products are presented to customers is a powerful force. When a retailer places a large, colorful array of items on an open shelf, it does more than just hold merchandise; it acts as a silent advertisement. This "billboarding effect" captures attention, suggests that a product is popular and safe, and can even encourage people to buy something on impulse they did not plan to purchase. For decades, governments have used this understanding to protect public health by banning the open display of tobacco products. The logic is simple: if you cannot see the cigarettes, they are less likely to be noticed, desired, or bought, especially by young people. Now, as the UK considers similar rules for vaping devices and nicotine pouches, a critical question arises: does hiding these products work for them too, or does the bright, open display of vapes simply serve a different purpose?

To answer this, researchers from the University of Stirling conducted a large-scale investigation involving nearly 5,000 people. They recruited two distinct groups: adults who currently or previously used nicotine, and teenagers aged 11 to 17. The team did not ask participants to walk into a store; instead, they showed them digital images of four different ways vape products could be arranged on a shop shelf. Two images showed conventional displays: one with a large, open wall of colorful vape brands, and another with similar colorful products placed next to covered tobacco packs. The other two images showed restricted displays: one where the vape products were in plain, white, unbranded packaging, and another where the products were completely hidden behind a cover, visible only when a customer asked for them.

The results revealed a stark divide in how people reacted to these images. When adults and teenagers saw the conventional, open displays with bright colors and logos, their responses were overwhelmingly positive. They described these displays as eye-catching, attractive, and fun. Many felt that such a display made vaping seem like a normal, acceptable activity and suggested that many people were using these products. For the teenagers, seeing these colorful, open displays was linked to a higher likelihood of feeling curious about trying a vape themselves. In fact, those who rated the large, branded displays most favorably were significantly more likely to be susceptible to vaping than those who found them unappealing. The study suggests that these open displays are not just showing products; they are actively shaping a positive image of vaping that can influence young people's attitudes.

In contrast, the restricted displays failed to generate this positive response. When the researchers showed images of the products in plain white packaging or completely covered up, the mood shifted dramatically. Both adults and teenagers rated these images as unappealing, boring, and difficult to buy from. The sense that vaping was "fun" or "for people like me" vanished. The plain white packs and the hidden displays were almost exclusively viewed unfavorably. This indicates that removing the visual appeal of the packaging and the visibility of the products effectively strips away the marketing power of the shelf. The study found that while the restricted displays did not completely erase the idea that vaping exists, they successfully stopped the products from sending positive, inviting messages.

The researchers also looked at whether these changes would confuse or frustrate the adults who already use these products. They asked current users to imagine they were in a shop looking to buy a vape or nicotine pouch under these different display rules. The findings showed that most adults remained consistent in their choices. Even when the products were hidden or in plain packaging, the vast majority still knew what they wanted to buy and did not switch to cigarettes or other products. This suggests that while restrictions might reduce the impulse to buy or the appeal to young people, they do not necessarily block access for those who are already committed users.

Ultimately, the study provides a clear picture of how visual presentation drives behavior. The open, colorful displays act as a strong magnet, drawing attention and creating a sense of social acceptance around vaping, particularly for young people. Hiding these products or removing their branding removes that magnet, making the activity seem less appealing and less normal. While the research confirms that restricting displays could reduce the positive messaging that leads to youth uptake, it also highlights a balance: the changes are effective at altering perceptions without necessarily disrupting the ability of current adult users to find the products they need. The evidence points toward a future where the visibility of these products is a key factor in determining whether they are seen as a harmless, fun choice or a restricted, adult-only commodity.