New Zealand medical research: E-cigarettes have become a normalized tool among Māori youth, and scholars are calling for restrictions on device design

Key Points:

·Unique Research Background: This is the first study on e-cigarette use among young Māori people based on a Māori framework, using focus group interviews, and published in the peer-reviewed journal Nicotine & Tobacco Research.

·Distinct User Characteristics: The study participants are mainly young Māori people aged 18-26, with more than half having no history of traditional smoking but having used or currently using e-cigarettes.

·Key Influencing Factors: The design features of e-cigarettes, such as "small size, no smell, and discreet smoke," combined with the addictive nature of nicotine, have led to the normalization of their use in public places.

·Specific Regulatory Recommendations: It is recommended that New Zealand mandate an increase in the size of e-cigarettes, adopt a medicalized design, and switch to less appealing flavors to reduce the concealability of the devices.

·Comprehensive Regulatory Awareness: It is acknowledged that "regulation of devices alone is not sufficient," and there is an emphasis on the need to take more powerful measures simultaneously to fundamentally reduce the appeal of e-cigarettes to young people.

2Firsts, August 28, 2025 — According to Mirage News, a researcher from the University of Otago (Ōtākou Whakaihu Waka) in New Zealand is calling for urgent and targeted regulation of e-cigarettes, as her recent study shows that the discreet design of e-cigarette devices is fueling their normalized use, especially among young Māori people.

Dr. Robin Quigg from the Department of Preventive and Social Medicine conducted a study on the use of e-cigarettes among young Māori people. This is the first study of its kind to be published in the peer-reviewed journal Nicotine & Tobacco Research, based on the "kaupapa Māori framework" and using focus group interviews.

The study participants, mostly aged 18 to 26, revealed that over half of them had never smoked traditional cigarettes but were currently using or had previously used e-cigarettes. They mentioned that the small and inconspicuous size of e-cigarette devices, which are easy to hide, along with the addictive nature of nicotine, encouraged their continued use.

Dr. Quigg pointed out, "Our research findings indicate that the design of e-cigarette devices — particularly their discreetness — is driving the normalization of e-cigarette use among young people, with usage rates on the rise. E-cigarette use has become normalized everywhere, especially in public buildings such as libraries, club rooms, and lecture halls. The design and characteristics of e-cigarette devices (small size, odorless or sweet-smelling, and barely noticeable smoke) make this behavior easy. At the same time, the nicotine content drives users to vape both indoors and outdoors. There is an urgent need for targeted regulatory action on e-cigarette devices. Current policies in New Zealand are struggling to keep up with the evolving trends of nicotine products."

Based on the study results, Dr. Quigg recommends that policymakers consider stricter regulation of e-cigarette device design, such as mandating larger device sizes, adopting designs that lean more towards medical use rather than lifestyle trends, and using flavors that are less appealing. "These changes would reduce the discreetness of e-cigarette devices while preserving the integrity of environments in indoor spaces like libraries and lecture halls, as well as in smoke-free outdoor areas such as urupā (Māori cemeteries), marae grounds, and playgrounds."

However, the study also notes that stricter regulation of e-cigarette devices alone is not sufficient to fully protect young people. "Instead, more powerful measures must be taken to reduce the appeal of e-cigarettes."