A new report commissioned by Cancer Research UK suggests that social media and celebrity endorsements are being used to attract young people to try e-cigarettes. In response Cancer Research is calling on the government to protect kids from unregulated marketing of such products.
Cancer Research sees the potential for e-cigarettes to help smokers quit tobacco so is not calling for a ban on these products however it would like to see the marketing of these type of products to fall under government regulation.
The authors of the report looked at over 1000 marketing items that were collected over a 13 month period and found a long list which included mobile phone apps, online promotions and group discount vouchers. Such techniques are likely to target and appeal to young people.
Alison Cox, Cancer Research UK’s head of tobacco policy said that nearly 25 per cent of all cancer deaths were tobacco related. Hundreds of kids start smoking each and every day and the charity is worried that e-cigarette promotion sends a confusing message that obfuscates the idea that smoking kills.
Ms. Cox added the charity was not opposed to the products being marketed towards adults and hopes such products will encourage more adults to kick the smoking habit. However the study has revealed evidence that e-cigarettes are being positioned as being hip and fashionable. The products make use of various marketing techniques to attract young people such as hiring celebrity endorsers, sponsoring a football team and computer games.
In the absence of clear guidelines on how e-cigarettes should be marketed, many companies are simply advertising across all channels as well as employing a range of cosmetic touches which include flavoured products and colourful packages designed to appeal to young people.
Dr Marisa de Andrade the author of the report said that marketing of e-cigarettes has grown significantly in the UK over the last year and a half and the tobacco industry is showing a much greater interest in the market and as such is engaging with policy makers and the public health community.
“We need to ensure these ‘next generation products’ do not usher in the next generation of smokers – an e-cigarette advert recently appeared in an iPad children’s game. These are worrying developments and swift action is needed.” Dr. de Andrade said.
