Despite stereotypes of reckless youth, most of those they interviewed were well-aware of the risks.
“And some were critical about the way the industry has targeted young people with slick marketing,” said study author Dr Jude Ball, a senior research fellow with the university’s Aspire Aotearoa tobacco control research centre.
Over half had never tried vaping, even though most had been offered a vape at least once or twice when the devices were being passed around friends.
Many had also made a conscious decision to resist vaping because they thought it went against their values, identity or ambitions, Ball said.
“Within friend groups, vaping attitudes and behaviours were pretty consistent – typically, either everyone or no one vaped.”
The research, which Ball carried out with Otago colleagues Dr Michaela Pettie, Loleseti Poasa and Professor Janet Hoek, also turned up some worrying findings.
One was that participants tended to overestimate the proportion of their peers who vaped, which Ball said could lead to subtle peer pressure.
Some of the one in 10 teens who had taken up vaping told the researchers it helped relieve stress – yet the longer-term mental health impacts far outweighed the momentary benefits of a quick dopamine hit.
“We observed nicotine addiction also undoubtedly had a detrimental effect on their finances and made them feel trapped, and some were often really down on themselves for having become addicted,” Ball said.
“But when you think about it, these are children who have been enticed through clever marketing to try a highly addictive product, and the addiction has crept up on them. By the time they realise, it’s too late.”
Another major finding was sweet and fruity vape flavours played a key role in attracting young users, something that’s also been shown in overseas studies.
While New Zealand recently banned fanciful flavour names like “unicorn milk”, the full range of flavours remained available at R18 vape shops, which many teens reported having easy access to.
The researchers also found schools needed to shift how they addressed youth vaping, arguing suspending or expelling students caught doing it would only do more harm.
More broadly, Ball said although changes brought into law last month were a positive step, a comprehensive approach was needed.
That included concerted efforts to crack down on retailers selling to minors, new policies to make vaping less appealing and affordable, and social marketing campaigns that “denormalised” it.
“There’s a desperate need for Government-funded vaping cessation support services that are tailored to young people, as well as information for schools and parents,” she said.
“And those teens who don’t vape need to know – and feel – that they are the majority, not the odd ones out.”
Jamie Morton is a specialist in science and environmental reporting. He joined the Herald in 2011 and writes about everything from conservation and climate change to natural hazards and new technology.
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