Up In Smoke: E-cigarettes, Advertising and Youth

Transcription

1 EVA MARNEN Up In Smoke: E-cigarettes, Advertising and Youth November 24, 2015 Professor Kelly Chu

2 Up In Smoke: E-Cigarettes, Advertising and Youth Traditional tobacco cigarette advertising was revolutionary in its own right. However, in 1971, when the Federal Drug Administration (FDA) approved regulations to ban tobacco advertising on mediums such as television, the tobacco industry experienced a significant defeat. Forty years later, cigarette advertising has figuratively risen from the ashes and reinvented itself. Electronic nicotine delivery systems (ENDS), or what are commonly referred to as e-cigarettes, have replaced big tobacco in the advertising world in recent years. The relatively nascent cigarette substitutes are battery-powered devices that deliver doses of nicotine to the user through a plastic or glass tube containing a cartridge that turns a liquid, oftentimes flavored, into a vapor. The desired effect is to simulate smoking, subsequently providing the consumer with the desired amount of nicotine and the pleasurable experience of smoking. Today, e-cigarette advertising is a serious business. Popular brands such as NJOY and blu have continuously increased their marketing budgets year after year as profits soar through the roof (Robehmed, 2013). In following, brand awareness and exposure have simultaneously been on the rise. Legally speaking, because e-cigarettes contain nicotine, the current ad campaigns are intended for consumers over the age of 18 and are currently marketed as smoking cessation devices. However, as recent studies such as the National Youth Tobacco Survey have shown, youth usage of e-cigarettes is increasing. This is problematic given recent research that has suggested e-cigarettes are a gateway to using regular tobacco. In the 2012 National Youth Tobacco Survey (NYTS), 76.3% of current e- cigarette users reported smoking traditional cigarettes as well (CDC, 2013). Therefore, in addition to ENDS, middle and high school students are experimenting with traditional cigarettes and subsequently receiving increased doses of nicotine. It has been widely accepted that 1 P a g e

3 because the adolescent brain is still developing, nicotine use during adolescence can disrupt the formation of brain circuits that control attention, learning and susceptibility to addiction (CDC, 2015). Additionally, there is concern surrounding potentially harmful irritants, genotoxins and animal carcinogens that have been documented in certain e-cigarette brands (CDC, 2013). By using advertising techniques that are reminiscent of big tobacco brands such as Marlboro and Camel, e-cigarette marketing has become a contentious issue (Elliott, 2012). As of yet, the FDA has not passed any regulations regarding e-cigarette advertising on any media channels, aside from devices marketed as therapeutic (American Public Health Association, 2014); however, the majority of U.S. have laws in place prohibiting the sale of e-cigarettes to minors (Marynak et al., 2014). In 2014, there were several bills introduced that would prohibit advertising intended to appeal to minors (Tarkan, 2015). Celebrity endorsements, media buying in areas that reach youth markets and marketing product differentiation with flavors such as juicy peach and cherry crush have made e-cigarette smoking appealing to minors. According to the Center for Disease Control, nearly 2.5 million U.S. middle and high school students were past 30-day e-cigarette users in 2014 (1). This phenomenon has politicians such as U.S. Senator Dick Durbin (D-IL) calling for strict regulations on e-cigarette advertising to youth, touting it as a gateway to smoking combustible tobacco cigarettes (Durbin, 2014). But for major e-cigarette brands, who spent a combined $60 million on advertising in 2013 (Advertising Age, 2014), the implementation of FDA regulations could have the same damaging effect as the 1971 ban. Politicians and health organizations such as the American Public Health Association support regulation of e-cigarettes because of the harmful effects of nicotine and the various safety issues surrounding the devices. Although advertisers promote them as healthy alternatives to traditional cigarettes that can reduce smoking or aid in quitting altogether, controversy 2 P a g e

4 surrounds the advertising exposure to the youth market. Initiatives such as The Public Health Cigarette Smoking Act of 1970, the Tobacco Master Settlement Agreement of 1998 and the Family Smoking Prevention and Tobacco Act of 2009 prohibited the advertising of tobacco on television and in print media, but also barred cigarette manufactures from sponsorship at music festivals and sporting events (American Public Health Association, 2014); however, e-cigarettes are not included in this ban because they do not technically contain tobacco. The e-cigarette industry, which is worth around $2 billion globally (Tesseras, 2013), has increased in profit and sales ten-fold since 2007 when the cigarette substitutes were first introduced. Along with rising sales comes larger marketing budgets for brands, which allows for more exposure and brand awareness. The marketing campaigns have been labeled as aggressive by some (Wilson, 2014) and involve tactics like celebrity endorsements, event sponsorship and high profile commercials. For example, the blu brand has hired actor Stephan Dorff and actress Jenny McCarthy to promote their e-cigarettes in a series of commercials. Wilson also notes that high-profile celebrities such as Leonardo DiCaprio and Katherine Heigl have been seen smoking e-cigarettes on television programs, which demonstrates a glamour factor for e-cigarettes (Wilson, 2014). Moreover, the brand NJOY aired one of their commercials during the 2013 Super Bowl, which was reportedly watched by nearly 100 million viewers, a large portion of which were youth and teens (Wilson, 2014). With catchy slogans and print advertisements that depict e-cigarette smoking as sexy and rebellious, advocates warn that vaping, as it is commonly called, could renormalize smoking (Fairchild, Bayer & Colgrove, 2014). As June Wilson says, celebrity endorsement, sensationalism and the portrayal of e-cigarettes in entertainment media are disconcerting because social factors influence teens to smoke (3). 3 P a g e

5 Of particular concern are e-cigarette advertisements on various social media platforms, which is problematic because it is difficult to regulate marketing online. As Paek et al. (2014) note, for novel products such as e-cigarettes, people often rely on popular media channels to get information and to form perceptions, beliefs and attitudes (546). Given the rise of social media and its availability to young users, the youth market is becoming increasingly exposed to online e-cigarette ads. In fact, in a 2014 study completed by Legacy, a part of the Truth Initiative, it was found that teen e-cigarette advertising was high across all media channels, but highest in online, TV and retail advertisements (18). This has partly been an effect of Big Tobacco s entrance into the market (Robehmed, 2013; Legacy, 2014). Brands such as VUSE, blu and MarkTen are owned by Reynolds American and Altria both major players in the tobacco industry. As such, national advertising campaigns are being launched to target audiences, which Duke et al. (2014) say include 24 million young adults, despite the fact that brands deny any intentions to market to youth. Current discussions around the issue of e-cigarette advertising to minors center around those that support tighter FDA regulations and banning certain types of advertising techniques and the advertisers, marketers and brand affiliates that are opposed to advertising restrictions. Government regulatory agencies, politicians and certain medical professionals are calling for tighter restrictions and regulations on advertising for a myriad of reasons. First and foremost among their concerns are the undetermined health effects caused by e-cigarette smoking because use of the devices is fairly new and adequate research has not been completed to establish longterm repercussions (Joseph, 2015). The introduction of FDA regulations would help ensure quality control relative to the chemicals and their quantities being aerosolized and inhaled (Joseph, 2015). Given the fact that most incidences of smoking initiation occur among teenagers 4 P a g e

6 and young adults (CDC, 2014), opponents are fearful that e-cigarette smoking will lead to longterm usage and subsequent health effects. Furthermore, there have been arguments purporting that smoking e-cigarettes will eventually lead to traditional cigarette smoking among youth, which has been proven to cause over 480,000 deaths annually (Centers for Disease Control and Prevention, 2015). Certain advocates suggest that the FDA should take additional steps to impose restrictions on marketing and advertising that ban flavoring liquid altogether (Joseph, 2015), as minors are more apt to choose tobacco products with appealing flavors. In a 2015 study completed by the Federal Drug Administration, it was found that 52% of smokers between the ages of 13 and 18 years who had heard of flavored cigarettes reported interest in trying them and nearly 60% thought that flavored cigarettes would taste better than regular cigarettes (FDA, 2015). Overall, critics of the e- cigarette advertising industry believe that the current marketing techniques in use directly contribute to increased e-cigarette smoking in youth (Duke et al., 2014). On the other end of the spectrum are the brands and advertisers that market e-cigarettes as cessation devices that assist users with quitting smoking or simply a better way to get the satisfaction of smoking traditional cigarettes without the stigma. According to Paek et al. (2014), e-cigarette companies and certain researchers promote e-cigarettes as a tobacco alternative that can aid is smoking cessation and are considerably less harmful than traditional cigarettes. In fact, e-cigarettes are a perfect aid to quit smoking because they provide a sufficient nicotine buzz without many of the more dangerous substances and harmful chemicals of a conventional cigarette (Joseph, 2014). Given the fact that the advertising and marketing of e-cigarettes is a $1 billion industry (Robehmed, 2013), stringent regulations would inhibit sales and damage overall brand awareness. 5 P a g e

7 Despite the aforementioned facts and statements from e-cigarette brand spokespersons supporting marketing regulations to reduce exposure to unintended audiences (Advertising Age, 2014), the controversy surrounding e-cigarette advertising to the youth market remains one of contention and has consumed recent governmental, scholarly and professional debate (Duke et al., 2014). As advertising expenditures rise, especially in regards to media such as television and online, the focus has been on big tobacco brands that have spent millions of dollars to create brand awareness. For an impressionable youth market, exposure to these brands has been shown to increase e-cigarette smoking among minors (eg. CDC, 2013; Li, Newcombe, & Walton, 2014). Tighter FDA regulations, which would categorize ENDS as tobacco products and therefore put them under the jurisdiction of legislative acts such as the Family Smoking Prevention and Tobacco Act of 2009, would significantly reduce advertising exposure to a young audience; however, federal regulation of e-cigarette advertising is not the solution to the problem of youth smoking. The Truth Initiative, which is a proponent of living tobacco-free, found that 82% of youth ages reported having seen an e-cigarette advertisement in at least one channel in 2015 (Truth Initiative, 2015), yet the NYTS found that only 10.1% of middle school students sampled had ever used e-cigarettes (Truth Initiative, 2015). They also found that awareness of e-cigarette advertisements remains highest in retail establishments (ie. convenience stores, supermarkets or gas stations), rather than TV or online channels (Truth Initiative, 2015, where federal regulations regarding e-cigarette advertising would not apply because consumers purchasing e-cigarettes are required to show proof that they are over the age of 18. Additionally there are age restrictions in place by several e-cigarette manufacturers for all social media sites such as Facebook, Twitter and YouTube (Durbin, 2014). For example, Lorillard s Facebook and Twitter pages use age restrictions so that only people 18 and above 6 P a g e

8 will see the blu brand s page on Facebook and that any likes from people younger than 18 are automatically deleted (Durbin, 2014). Despite suggestions from legislators and opponents that big brand advertising on social media and television is a corollary of youth smoking e-cigarettes, there are proper precautions that e-cigarette brands are taking to ensure their products are not being marketed to minors. Like their Big Tobacco predecessors, e-cigarette advertisers continuously affirm that their products are not intended for the youth market. Slogans such as NJOY s Cigarettes, you ve met your match and blu e-cigs Rise from the ashes, target audiences that are trying to quit traditional cigarettes. The themes of the ads promote a healthier alternative comparable to smoking a cigarette, but one that is odorless and less invasive to the rest of the public. In an interview with the New York Times, Andrew Beaver, the chief marketing officer at NJOY Inc. was quoted as saying The more like the real thing, the more smokers get into the category, indicating that current smokers are the target audience for brands. Moreover, as e-cigarettes are marketed as an aid to quit smoking traditional cigarettes and research has shown that are in fact effective cessation devices (Barbeau et al., 2013). The products do not contain actual tobacco and varying levels of nicotine some liquids have zero levels of nicotine therefore, it is irrational to include them in the same category as traditional tobacco products and hold them under the same legislation. Logically, that would mean traditional nicotine replacements such as gum or patches would also be included in the legislation. Federal regulation would be an extreme measure given the fact that laws have been passed on the state level prohibiting sales to minors and even smoking e-cigarettes in public places. 7 P a g e

9 Considering that e-cigarette brands made their debut less than a decade ago, their advertising techniques have been impressive, even to their opposition. They have taken a fairly unknown product and increased brand awareness and sales year after year. From a marketing standpoint, manufacturers and advertisers have produced innovative and interesting commercial, print and online ads that catch the viewer s attention. Admittedly, there are valid concerns regarding youth exposure to e-cigarette advertisements; namely, the supposition that it leads to conventional tobacco smoking which is a more much dangerous addiction. It cannot be ignored, however, that e-cigarettes present a valid option for current smokers who use the devices for various reasons. Regulating marketing and advertising is oftentimes a difficult issue because there is always the risk on infringing on the right to free speech, but the general well-being of the public must be taken into considerations as well. Until there is concrete evidence that e-cigarettes are harmful to the adult users they are intended for, advertising for e-cigarettes should not be federally regulated. 8 P a g e

10 REFERENCES Advertising Age. (2012). E-Cigarette Brands Spend More on Advertising and Keep Careful Watch on Health Claims Marketers Face Limits When It Comes to Messaging, Have Tough Time Finding Shops to Work With Them. Retrieved October 30, 2015 from: Advertising Age. (2014). E-Cig Marketing Budgets Growing by More than 100% Year Over Year. Retrieved November 18, 2015 from: American Public Health Association.(2014). Supporting regulation of electronic cigarettes. Retrieved on November 3, 2015 from APHA website: Barbeau, A.M., Burda, J., & Siegel, M. (2013). Perceived efficacy of e-cigarettes versus Nicotine replacement therapy among successful e-cigarette users: A qualitative approach. Addiction Science and Clinical Practice, 8(1). 5. Center for Disease Control and Prevention (2013). Notes from the Field: Electronic Cigarette Use Among Middle and High School Students United States, Retrieved October 30, 2015 from: Centers for Disease Control and Prevention. (2015, January). Smoking & tobacco use: Current cigarette smoking among adults in the United States. Retrieved November 3, 2015 from the CDC website: Centers for Disease Control and Prevention. (2015, July). Electronic Nicotine Delivery Systems: Key Facts. Retrieved October 27, 2015 from the CDC website: Duke et al. (2014). Exposure to Electronic Cigarette Television Advertisements Among Youth and Young Adults. Pediatrics, 134 (1), e29-e36. Durbin, R. (2014). Gateway to Addiction? A Survey of Popular Electronic Cigarette Manufacturers and Target Marketing to Youth. Retrieved from: Cigarettes%20with%20Cover.pdf. 9 P a g e

11 Elliot, S. (2012). Campaigns for E-Cigarettes Borrow From Tobacco s Heydey. The New York Times. Retrieved October 30, 2015 from: Fairchild, A., Bayer, R., and Colgrove, J. (2014). The Renormalization of Smoking? E- Cigarettes and the Tobacco Endgame. The New England Journal of Medicine, 370, Food and Drug Administration. (2015). Youth tobacco use: Results from the 2014 National Youth Tobacco Survey. Retrieved November 3, 215 from the FDA website: Tobacco/ucm htm. Joseph, K. (2015). Electronic Cigarettes: An Evidence-Based Analysis. Legal & Regulatory Issues, 20(5), Legacy. (2014, May). Vaporized: E-Cigarettes, Advertising, and Youth. Retrieved November 16, 2015 from: May2014.pdf. Li, J., Newcombe, R., & Walton, D. (2014). The use of, and attitudes towards, electronic Cigarettes and self-reported exposure to advertising and the product in general. Australian and New Zealand Journal of Public Health, 38(6), Paek, H.J. et al. (2014). Reduced harm or another gateway to smoking? Source, message, and information characteristics of e-cigarette videos on YouTube. Journal of Health Communication, 19(5), Pepper, J.K. et al. (2014). Electronic of advertisements on smokers interest in trying e-cigarettes: The roles of product comparison and visual cues. Tobacco Control, 23, iii31-iii36. Robehmed, N. (2013). E-cigarette Sales Surpass $1 Billion As Big Tobacco Moves In. Forbes. Retrieved October 30, 2015 from: Sangalang, A. (2015). The Communication Research in Regulatory Science: Electronic Cigarettes as a Case Study. International Journal of Communcation, 9, Tesseras, L. (2013). Will tighter ad rules send sector up in smoke? Marketing Week. Retrieved November 3, 2015 from: 10 P a g e

12 Truth Initiative. (2015). Vaporized. Youth and Young Adult Exposure to E-Cigarette Marketing. Retrieved November 3, 2015 from: %20FINAL%20VERSION.pdf. Wilson, J. (2014). Advertising Effects of e-cigarettes on Youth: Why Media Psychologists Should Care. Amplifier Magazine. Retrieved October 30, 2015 from: 11 P a g e