Objectives: To assess awareness of the voluntary, self-designed warning label on MarkTen brand e-cigarettes and whether exposure to the warning label influenced beliefs about e-cigarettes. Methods: A national convenience sample of 801 adult current cigarette smokers and dual users of traditional cigarettes and e-cigarettes was surveyed in November 2014 with respondents randomized to one of 2 conditions: MarkTen pack image with warning label or without warning label. Results: Cigarette smokers (aOR = 3.68, p < .01) and dual users (aOR = 2.97, p < .01) in the warning label condition were about 3 times more likely to agree that “MarkTen brand e-cigarettes contain dangerous chemicals” than those in the no warning label condition. Similarly, cigarette smokers and dual users were significantly more likely to agree that “MarkTen brand e-cigarettes are dangerous to your health” and “MarkTen brand e-cigarettes make people think about the health risks of tobacco use.” Conclusions: These results suggest that MarkTen's voluntary warning label on e-cigarettes was noticed by consumers and may influence perceptions about the dangers of these products.
