Clearly flavored: the rise of “clear” e-cigarettes

Some e-cigarette companies are selling products labeled as a “clear” flavor, a term that suggests no identifiable flavor. However, a new study from Truth Initiative shows that many of these products use widespread flavor and taste language in their online descriptions, which may increase their appeal for young people.

Terms hinting at cooling sensations, such as “refreshing” and “menthol,” as well as vague non-specific flavor and taste language, such as “classic taste” and “smooth flavor,” denote a flavored experience despite being used to advertise products labeled as “clear.” These products may bypass state and local flavor restrictions, and their market share could undermine efforts to keep appealing e-cigarette products out of the hands of youth and young adults.

Flavors are a well-documented driver of e-cigarette initiation and continued use among young people, with over 90% of youth and young adults who currently vape reporting using a flavored product. As momentum has grown at the state and local level to restrict flavored tobacco and nicotine products, the industry has responded with regulatory workarounds, including marketing disposable menthol e-cigarettes under the ambiguous label of "clear" that may avoid categorization as a flavored product.

The tobacco industry is constantly adapting to circumvent restrictions and policies put in place to protect young people’s health. The study authors recommend stronger regulatory oversight and expanding the definition of “characterizing flavor” to include marketing language that implies a sensory, taste, or flavor experience.

Key takeaways from this study:

• The market share of "clear” e-cigarettes has grown. Sales of clear-labelled e-cigarettes grew from $34,000 in October 2021 to over $1 million by August 2024. The online market also expanded—between January and June 2024, the study found a 46.9% increase in clear-labelled products sold online and a 47.9% increase in the number of brands that offer them.
• Language alluding to flavor is pervasive. Of 47 unique clear-labelled products identified through online searches, 53.2% used cooling-related language (like "menthol" or "refreshing") in their descriptions, and an additional 21.3% used non-specific flavor language like "smooth flavor" or "classic taste."
• "Clear" products likely contain flavoring agents. Previous research has found that clear-labelled e-cigarettes sold in Massachusetts contained synthetic cooling agents WS-23 and WS-3, the same compounds found in products marketed as "ice" or "chilled", as well as menthol and other flavorings.
• These products may come with increased health risks. Acute use of clear-labelled e-cigarettes has been associated with greater increases in blood pressure and heart rate compared to both other flavored products and non-use.
• Flavor restrictions play a role. Sales of “clear” and cooling e-cigarettes increased significantly in California following its comprehensive statewide ban on flavored nicotine. 

Regulatory oversight must expand to confront industry evolutions

The findings show that these so-called unflavored e‑cigarettes labeled “clear” are marketed with language that suggests flavors are present and likely contain flavoring agents; this strategy may help companies avoid flavor restrictions. In addition, the flavor-implying language used to promote these products echoes the marketing of menthol products and could appeal to young people. 

These industry tactics undermine the public health intent of flavor policies at the state and local level. Policies must keep up, adjusting their language to include these products in existing and future restrictions. Furthermore, action must be taken to remove illegal e-cigarettes (many of which are flavored and disposable) from the market.