2014-2015 Pilot Project: Content Analysis and Legal Review of Online E-Cigarette Advertising from Manufacturers, Retailers and Affiliates

E-cigarettes, have grown in popularity in the United States, and are being heavily marketed online without being subject to federal regulation. This project focuses on understanding key themes and characteristics of e-cigarette advertising relevant to potential future regulation. Search engine results for keywords of “electronic cigarette” and “e-cigarette” will be systematically identified from popular search engine results. Websites categorized as manufacturer, retailer, or non-retailer, will be analyzed for advertising themes, including health-related claims, and advertising and sales features. Results will help inform the regulation of online e-cigarette advertising by the FDA.

Project Leadership

Project Leaders

Elizabeth Klein, PhD
Associate Professor, College of Public Health
The Ohio State University




Micah Berman, JD
Assistant Professor, College of Public Health and the Moritz College of Law
The Ohio State University




Other Investigator

The Ohio State University, Center of Excellence for Regulatory Tobacco Science (OSU-CERTS), is supported by grant number P50CA180908 from the National Cancer Institute, National Institutes of Health and Food and Drug Administration Center for Tobacco Products (CTP). The content in this website is solely the responsibility of OSU-CERTS and does not necessarily represent the official views of the National Institutes of Health or the Food and Drug Administration.