Adolescents in Aotearoa, New Zealand who struggle with vaping addiction feel judged by the adults in their lives, researchers at the University of Otago, Wellington—Ōtākou Whakaihu Waka, Pōneke have found.

The researchers interviewed 20 New Zealanders between the ages of 16 and 18, who described themselves as moderately to heavily addicted to vaping.

The research paper, “Lived experiences of stigma and altered self-perceptions among young people who are addicted to ENDS: A qualitative study from Aotearoa New Zealand,” is published in Tobacco Control,

Study co-leader Anna Graham-DeMello, a Research Fellow in the University’s ASPIRE Aotearoa Research Centre, says the young people spoke of feeling stigmatized and unsupported by family members. Some also felt teachers and other adults were hostile towards them.

“Though young people understood the criticism could be coming from a caring place, many of our participants resented comments on their vaping. Instead of helping them manage their addiction, the criticism diminished their sense of self-worth.

“Some were also quick to point out hypocrisy, noting, for instance, that they had often seen teachers vaping, only to be reprimanded by the same teachers. These anomalies intensified the confusion and anger they felt.”

In Aotearoa, 10.5% of 15–17-year-olds and 26.5% of 18–24-year-olds vape daily. Māori are two-and-a-half times more likely to vape than non-Māori.

The young people in the study were attracted to vaping by its social aspect, particularly as vaping had become a normal part of their environment, Graham-DeMello says.

“Our participants found this positive reinforcement decreased quickly once addiction took hold, however. Vaping disrupted their fitness and sleep, and some felt increasingly anxious or unable to concentrate.”

Many of those interviewed mourned their loss of fitness. One commented, “It’s been quite heart breaking … I used to be super fit … really good cardio … nowadays … I can’t (even) walk anywhere without losing my breath, getting a stitch.”

Some said they took up vaping to help them manage anxiety and stress, only to find it had the opposite effect. One noted, “I’m (now) getting more anxious and stressed because I can’t (always) have (a puff) when I need it.”

The adolescents in the study had felt immune to addiction, despite the warnings, and had mistakenly believed they would retain control and be able to vape only when they wished while socializing.

One said, “(I never thought) this would … happen to me … But, at the end of the day … it’s nobody else’s fault.”

DeMello says few considered how companies manufacturing and promoting vapes were deliberately targeting them with appealing flavors and cheap devices, and even fewer considered whether inadequate regulation had failed them.

“Many of the young people interviewed felt resentful and even disgusted by their addiction. They desperately wanted to overcome their addiction, but they felt alone in that struggle.”

Professor Janet Hoek, Co-director of the ASPIRE Aotearoa Research Center and senior author on the research paper, says, “Our findings reinforce the need for stronger policy measures, such as disallowing disposable vape sales, as the Government plans to do. However, More needs to be done to reduce the widespread availability of vaping products. Like smoked tobacco, these products should not be sold in numerous stores as though they are everyday consumer items.”

Graham-DeMello says the strong feelings of regret, guilt and self-blame among participants underscore the need for measures to help them stop vaping.

“Targeted cessation programs could help young people to quit, but these programs need to be based on empathy. Punitive reactions, such as school standdowns, risk reinforcing the negative feelings participants in these and other studies have reported.”

She says the research findings could help with the development of effective social marketing campaigns to prevent young people taking up vaping.

“Relatable and poignant testimonials of stigma and poor self-esteem could deter young people from taking up vaping in the first place.”

The research team say the Government should consider ending the sale of vaping products in generic retailers, such as dairies and service stations (and limiting sales to stand-alone R18 retailers); capping overall retailer numbers to lower the density; preventing any vape store (new or existing) from operating within 500 meters of schools and marae; and preventing retailers from discounting vaping products or using loyalty programs.

They also say close monitoring of the Government’s plans to end disposable vape sales is required, given retailers’ efforts to undermine previous policies.