‘Vape Master’ and other apps: an analysis of e-cigarette entertainment mobile apps

Background The Apple app store and the Google Play Store are major platforms for downloading mobile applications (apps). E-cigarette entertainment apps, such as games and simulators, commonly feature youth-appealing characteristics, such as animated or youthful characters and instances of magic or fantasy. Both platforms’ policies limit tobacco-related apps; however, enforcement is inconsistent. This study sought to determine if e-cigarette entertainment apps appear in searches for e-cigarette-related terms and whether they contain youth-appealing content. Methods Using Python, the Apple App Store and the Google Play Store were searched for 41 e-cigarette-related terms. Two coders reviewed all returned apps to identify e-cigarette entertainment apps. These apps’ store listings (the web page for the app on the store) and app content were coded for youth-appealing features using a codebook. Results Both platforms had e-cigarette-related apps (Apple App Store: 42; Google Play Store: 73). While almost all (n=40) App Store apps were cessation-focused, e-cigarette entertainment apps (n=33) were found on the Google Play store. Many e-cigarette entertainment apps contained themes such as violence (n=13) and visible smoke/aerosol (n=26). Characters coded in the apps were mostly animated (n=12). Four characters were coded as appearing under 18 years old. Conclusion Youth-appealing features of tobacco ads are regulated in broadcast and print media, but regulations do not pertain to mobile apps. While Apple has removed much of the concerning content from its App Store, the Google Play Store has numerous e-cigarette entertainment apps containing youth-appealing features.