Tobacco advertising is back with non-combustible tobacco products (NCPs). Recent study shows what tactics are used by tobacco companies to advertise those emerging and not regulated products in the USA. But why is it controversial?
While advertising of traditional, combustible tobacco products is banned one cannot see an ad for cigarettes, cigars or loose tobacco. However, NCPs are in the grey zone.
What are non-combustible tobacco products (NCPs)
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NCPs, or non-combustible tobacco products, are alternative ways of delivering nicotine.
The most popular are:
- E-cigarettes or Electronic Nicotine Delivery Systems (ENDS)
- Snus – moist powder of tobacco to be placed under lip or tongue
- Snuff – precursor of snus, dry tobacco powder, usually inhaled by nose
- Nicotine Pyruvate Delivery – smokeless cigarette basing on chemical reaction researched by PMI
- Chews – nicotine chewing gums produced by pharmaceutical companies and regulated accordingly
- Adhesive strips and patches– as above
- Propellant-based Nicotine Delivery – an inhaler similar to those with aerosols of drugs for asthma. Currently only one application is researched by BAT and Kind Consumer Limited and waiting for approval in the UK.
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Study on Non-combustible Tobacco Products (NCPs) Advertising in the U.S.
Legacy®, a public health non-profit has published research “Non-combustible Tobacco Product Advertising: How Companies Are Selling the New Face of Tobacco.” The report is an effect of three-month monitoring of NCPs advertising in the U.S.
According to the study, roughly $20 million was spent advertising NCPs in the U.S. between June 1 and September 1, 2012. Surprisingly, given the surge in e-cigarettes sales, the largest portion of this amount was spent on snus advertising (more than $9.6 million). The most promoted brand was Camel Snus. The advertising channel with the highest budget was direct mailing with promotional offers and discounts sent to more than 25 million households.
The biggest reach was achieved with e-cigarettes advertisements. Electronic cigarettes were promoted in printed media and in TV, which is forbidden for tobacco products like snus. During the study, e-cigarettes blu advertising was spotted 862 times in national and local TV channels across United States.
Researchers analysed also the target audience of NCPs advertising campaigns. According to the study, chew, dip and snuff ads were addressed to white male population and focused on masculine themes (guns, cars, sports, outdoor life). In comparison e-cigs audience was much wider, and advertisement focused on sociability and sexuality.
Short History of NCPs and Tobacco Harm Reduction – from filter to e-cigarette
Combustion is a typical and the most efficient way of tobacco consumption and delivery of the nicotine to the brain. While tobacco industry relies on nicotine addiction, it is well aware of dangers of smoking for tobacco users and second-hand smokers. Users of the cigarettes die.
Therefore, Tobacco Harm Reduction programs are being pursued, and new products are being created. At the beginning, those were “safer” cigarettes with added filters (1950s), “light” cigarettes with lower tar (1960s) which had no real impact on the safety of the user.
Oral tobacco (snuff and snus) traditionally used in Scandinavia and in India was introduced to other markets but without success.
Companies researched also for “heated” smokeless cigarettes. One of such nicotine delivery platforms is the line of brands Premier (1988) and Eclipse (2000) from RJR. The cigarette-like device is heating instead of burning tobacco to generate vapor.
In 1970s, pharmaceutical industry came into play with Nicotine Replacement Therapy (NRT) to ease withdrawal symptoms. NRT products are regulated as medicines, are safe and have clinically proven efficacy in helping to stop smoking. They are available as chewing gums, patches, inhalers and other forms.
On the market there also other products containing nicotine that are not regulated – soft drinks, candies, lollipops. As they are not tested it cannot be assessed whether they really contain nicotine, and if they are safe or efficient in delivering nicotine to the brain.
The recent breakthrough in NCPs came from China. Hon Lik, a Chinese pharmacist has invented piezoelectric inhaler combining heat and ultrasound to generate and deliver vapor. Under brand Ruyan V8 the first modern e-cigarette entered the market.
E-cigarettes are unique as they imitate smoking experience while reducing health hazard. The device is still evolving and is easier to use with each generation.
Why E-cigarettes Advertising is Controversial?
E-cigarettes are reducing harm of tobacco and may help in smoking cessation. Why there is so much controversy around them? Why anyone would like to ban distribution and advertisement of an apparently harmful entertainment device? In general, there are three main controversies around tobacco, and none is easy to solve. For more comprehensive information, see the Cancer Research UK report on tobacco harm reduction and nicotine containing products.
1. Health hazards of using e-cigarettes.
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- E-cigarettes are not thoroughly researched, liquids containing nicotine are not checked for dangerous chemicals and may have adverse effect on users health.
- E-cigarettes are not perfect cessation aid. As their usage is very similar to the one with usual combustion cigarette, there is a huge group of hybrid users who use both electronic and traditional cigarette.
- E-cigarettes may attract people who did not smoke tobacco before, and they can move towards traditional tobacco in consequence.
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2. Tobacco control issues.
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- E-cigarettes and other NCP are blurring the message. Clear message that smoking kills is not working so well if one can see a list of exceptions.
- E-cigarettes marketing under old tobacco brands will strengthen the brand of traditional products. It can also affect smokers who tried to cease smoking or attract non-smokers and be a gateway to conventional cigarettes.
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3. Political reasons
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- Current WHO FCTC is very strict in that smoking should denormalized (Artcile 12). If smoking e-cigarettes will be common, then smoking will be normal again.
- Smoke free legislation may be undermined by e-cigarettes. If everyday you vape in the cafe and this time you have a traditional cigarette the psychological difference is not very big.
- FCTC in Article 5.3 limits any engagement of Tobacco Industry in setting up policies. As E-cigarettes and other harm reducing products are often controlled by Tobacco companies any research on those products may breach the rule.
- The same Article 5.3 of FCTC disregards any Corporate Social Responsibility (CSR) efforts of Tobacco Industry. Harm reduction is such activity, and thus Tobacco Control community is obliged to disregard it.
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