Driving Compliance with Vape Regulations: An Environmental Scan of Messaging Strategies

Abstract Youth vaping is an increasing public health concern. In Australia, government communications seek to promote compliance with regulations and reduce uptake and use. However, the extent to which these messages are informed by behaviour change theory remains unclear. Guided by theories of social cognition and their belief-based frameworks, this study examined the extent to which Australian vaping-related public health communications reflected key behavioural determinants associated with vaping prevention and cessation. An environmental scan of online communications from federal and state agencies and authorised health organisations was conducted to identify messages targeting vaping-related behaviour change. Materials were assessed for alignment with theoretically relevant constructs, including attitudes, social norms, perceived control/self-efficacy, intention/motivation, and other behavioural and social influences. Findings indicate that most communications emphasised attitudinal beliefs by framing vaping as harmful to health, alongside perceived behavioural control through encouragement to quit and provision of cessation resources. In contrast, relatively few messages addressed normative beliefs, such as peer influence, social approval, or social identity, despite the socially embedded nature of youth vaping. Habit formation and disruption were also largely absent from communications. The limited use of normative and habit-related strategies may reduce the relevance and persuasiveness of vaping communications for youth and other socially influenced populations. These findings highlight the importance of more systematically applying behaviour change theory in public health marketing communications on vaping. Integrating audience segmentation and broader social and behavioural determinants alongside attitudinal and control-focused strategies may strengthen the resonance and effectiveness of future vaping prevention and cessation communications.