Marketing of electronic cigarettes
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The marketing of e-cigarettes is legal in some jurisdictions,[1] and spending is increasing rapidly.[2][3][excessive citations] It may or may not be regulated by existing laws on advertising for nicotine-containing products, recreational drugs, and medical drugs/devices.
Scale
In the United States, six large e-cigarette businesses spent $59.3 million on promoting e-cigarettes in 2013.[3]
E-cigarettes are marketed as a cheaper, more pleasant, and more convenient complement or alternative to smoking.[citation needed] Medical claims are also made, including "pharmaceuticalization", presenting e-cigarettes as medical or therapeutic devices.[4]
Some often implicit marketing claims and scientific facts expressed by the vaping industry made online.[2][failed verification]
E-cigarettes are harmless, or even beneficial, to the user, compared with not smoking.[5]
E-cigarettes are harmless to others breathing the same air.[2][relevant?]
E-cigarettes help smokers quit.[6][relevant?]
E-cigarettes are marketed to non-smokers.[citation needed] [1] [7]
Celebrity product endorsements
Celebrity endorsements are also used to encourage e-cigarette use.[8] [2] A national US television advertising campaign starred Steven Dorff exhaling a "thick flume" of what the ad describes as "vapor, not tobacco smoke", exhorting smokers with the message "We are all adults here, it's time to take our freedom back."[9] The ads, in a context of longstanding prohibition of tobacco advertising on TV, were criticized by organizations such as Campaign for Tobacco-Free Kids as undermining anti-tobacco efforts.[9] Cynthia Hallett of Americans for Non-Smokers' Rights described the US advertising campaign as attempting to "re-establish a norm that smoking is okay, that smoking is glamorous and acceptable".[9] University of Pennsylvania communications professor Joseph Cappella stated that the setting of the ad near an ocean was meant to suggest an association of clean air with the nicotine product.[9]
Marketing targeting youth
E-cigarettes are marketed to youth[10] using cartoon characters and candy flavors.[11]
Saying or suggesting that using a product is for adults only, or that an authority orders the target not to use it, or that using it is a way to rebel and be free, have been shown to be effective marketing strategies for persuading young people to use the product.[12]: 190–196 [13][excessive citations]
E-cigarettes are heavily promoted in the United States, mostly via the internet, as a healthy alternative to smoking.[14] E-cigarettes are widely marketed on social media, where age restrictions are often not implemented.[15][16][17][failed verification][excessive citations] Easily circumvented age verification at company websites enables youth to access and be exposed to marketing for e-cigarettes.[18]
Marketing regulation
While advertising of tobacco products is banned in most countries, and non-advertisment forms of marketing (such as stealth marketing) are regulated in some, fewer countries ban nicotine marketing. As of 2014, 39 countries containing 31% of the world's population have comprehensive e-cigarettes advertising, promotion and sponsorship bans, and 19 countries containing 5% of the world's populations in theory require products like e-cigarettes to be reviewed before being placed on the market.[1]
For regulatory purposes, e-cigarettes may be classified as a consumer product subject to false advertising legislation.[citation needed] In some countries, e-cigarettes may fall through the cracks, not being regulated under any existing legislation.[19][relevant?]
E-cigarettes have been listed as drug delivery devices in several countries because some may contain nicotine, and their advertising has been restricted until safety and efficacy clinical trials are conclusive.[20] Since they do not contain tobacco, television advertising in the United States is not restricted.[21]
Television and radio e-cigarette advertising in some countries may be indirectly encouraging traditional cigarette smoking.[2]
Vendors have been fined for false advertising, mostly for misleading food and candy-like branding and false health claims or claims of medical endorsement, but also for selling mislabelled and contaminated e-liquid.[citation needed]
In some jurisdictions, it is legal to market and sell e-cigarettes to minors.[3]
See also
References
- ^ a b c Cite error: The named reference
WHOPosition2014was invoked but never defined (see the help page). - ^ a b c d e Grana, R; Benowitz, N; Glantz, SA (13 May 2014). "E-cigarettes: a scientific review". Circulation. 129 (19): 1972–86. doi:10.1161/circulationaha.114.007667. PMC 4018182. PMID 24821826.
- ^ a b c "E-Cigarette use among children and young people: the need for regulation". Expert Rev Respir Med. 9: 1–3. 2015. doi:10.1586/17476348.2015.1077120. PMID 26290119.
{{cite journal}}: Unknown parameter|authors=ignored (help) - ^ Hendlin, Yogi Hale; Elias, Jesse; Ling, Pamela M. (2017-08-15). "The Pharmaceuticalization of the Tobacco Industry". Annals of internal medicine. 167 (4): 278–280. doi:10.7326/M17-0759. ISSN 0003-4819. PMC 5568794. PMID 28715843.
{{cite journal}}: CS1 maint: PMC format (link) - ^ England, Lucinda J.; Bunnell, Rebecca E.; Pechacek, Terry F.; Tong, Van T.; McAfee, Tim A. (2015). "Nicotine and the Developing Human". American Journal of Preventive Medicine. 49 (2): 286–93. doi:10.1016/j.amepre.2015.01.015. ISSN 0749-3797. PMC 4594223. PMID 25794473.
- ^ Hartman-Boyce, Jamie; McRobbie, Hayden; al, et (2016). "Electronic cigarettes for smoking cessation". Cochrane Database of Systematic Reviews. 9: CD010216. doi:10.1002/14651858.CD010216.pub3. PMID 27622384.
- ^ De, Andrade Marisa; Hastings, Gerard; Angus, Kathryn; Dixon, Diane; Purves, Richard (2013). "The marketing of electronic cigarettes in the UK" (PDF).
{{cite journal}}: Cite journal requires|journal=(help) - ^ Linda Bauld; Kathryn Angus; Marisa de Andrade (May 2014). "E-cigarette uptake and marketing" (PDF). Public Health England. pp. 1–19.
- ^ a b c d Daniel Nasaw (5 December 2012). "Electronic cigarettes challenge anti-smoking efforts". BBC News.
- ^ "E-cigarettes and Lung Health". American Lung Association. 2015.
- ^ "Myths and Facts About E-cigarettes". American Lung Association. 2015.
- ^ Davis, Ronald M.; Gilpin, Elizabeth A.; Loken, Barbara; Viswanath, K.; Wakefield, Melanie A. (2008). The role of the media in promoting and reducing tobacco use (PDF). National Cancer Institute tobacco control monograph series. U.S. Department of Health and Human Services, National Institutes of Health, National Cancer Institute. p. 684.
- ^ Grandpre, Joseph; Alvaro, Eusebio M.; Burgoon, Michael; Miller, Claude H.; Hall, John R. (2003-07). "Adolescent Reactance and Anti-Smoking Campaigns: A Theoretical Approach". Health Communication. 15 (3): 349–366. doi:10.1207/S15327027HC1503_6. Retrieved 2017-11-04.
{{cite journal}}: Check date values in:|date=(help) - ^ Rom, Oren; Pecorelli, Alessandra; Valacchi, Giuseppe; Reznick, Abraham Z. (2014). "Are E-cigarettes a safe and good alternative to cigarette smoking?". Annals of the New York Academy of Sciences. 1340 (1): 65–74. doi:10.1111/nyas.12609. ISSN 0077-8923. PMID 25557889.
- ^ April 5, Ashley Welch CBS News; 2018; Pm, 5:02. "Facebook is used to promote tobacco, despite policies against it, study finds". Retrieved 2018-05-18.
{{cite web}}:|last2=has numeric name (help)CS1 maint: numeric names: authors list (link) - ^ Jeter Hansen, Amy. "Tobacco products promoted on Facebook despite policies". News Center. Retrieved 2018-05-18.
- ^ Hansen, Author Amy Jeter (2018-04-05). "Despite policies, tobacco products marketed on Facebook, Stanford researchers find". Scope. Retrieved 2018-05-18.
{{cite web}}:|first=has generic name (help) - ^ ""Smoking revolution": a content analysis of electronic cigarette retail websites". Am J Prev Med. 46 (4): 395–403. 2014. doi:10.1016/j.amepre.2013.12.010. PMC 3989286. PMID 24650842.
{{cite journal}}: Unknown parameter|authors=ignored (help) - ^ https://www.morganlewis.com/pubs/fda-issues-first-e-cigarette-warning-letters
- ^ Cervellin, Gianfranco; Borghi, Loris; Mattiuzzi, Camilla; Meschi, Tiziana; Favaloro, Emmanuel; Lippi, Giuseppe (2013). "E-Cigarettes and Cardiovascular Risk: Beyond Science and Mysticism". Seminars in Thrombosis and Hemostasis. 40 (01): 060–065. doi:10.1055/s-0033-1363468. ISSN 0094-6176. PMID 24343348.
- ^ Maloney, Erin K.; Cappella, Joseph N. (2015). "Does Vaping in E-Cigarette Advertisements Affect Tobacco Smoking Urge, Intentions, and Perceptions in Daily, Intermittent, and Former Smokers?". Health Communication. 31: 1–10. doi:10.1080/10410236.2014.993496. ISSN 1041-0236. PMID 25758192.