Promoting e-cigarettes : media discussion of e-cigarettes before and after vaping deaths

E-cigarettes are characterized by strong advocates and critics, and evolving evidence on their safety. In that environment, a longitudinal analysis of e-cigarette positioning in the mass media, and analysis of how that discussion changed after reporting of deaths from vaping, can provide insight into opinions about e-cigarettes. To that end, this study examines the sentiment in Australian mass media articles about e-cigarettes, before and after widespread discussion of vaping-related deaths and serious illness in the United States. Before reports of deaths, nearly half of the mass media reports were favorable ('positive') concerning vaping (48.0%). Following reports of deaths, the majority were unfavorable ('negative') (54.0%). Reports of deaths changed the reporting about e-cigarettes, yet earlier positive discussion of vaping in mass media suggests that such reporting of vaping will continue, at least partly countering discussions of the risks of vaping. Fact-based discussion of the potential dangers of vaping is required.