E-Cigarette News Why Did Big Tobacco

E-Cigarette News: Why Did Big Tobacco Become Big Vape?

Key Takeaways

• E-cigarettes are electronic devices that deliver nicotine and other substances in vapor form without burning tobacco.

• E-cigarettes have become popular among smokers and non-smokers, especially youth and young adults, as a perceived safer alternative to cigarettes or a way to quit smoking.

• Big Tobacco, the term used to describe the major tobacco companies, has entered the e-cigarette market to compensate for the declining cigarette sales and to capitalize on the growing consumer demand and profit potential of vaping products.

• Big Tobacco has used various strategies and tactics to dominate the e-cigarette industry, such as acquiring or investing in e-cigarette companies, marketing, and advertising e-cigarettes to appeal to different segments of consumers, lobbying and influencing the regulation and taxation of e-cigarettes, and developing and innovating new products and technologies to enhance the appeal and addictiveness of e-cigarettes.

• Big Tobacco's involvement in the e-cigarette market has significant implications and challenges for public health and policy, such as the potential benefits and risks of e-cigarettes for smokers and non-smokers, the current state and future direction of e-cigarette regulation and policy, and the main challenges and opportunities for regulating and reducing the harm of e-cigarettes.

E-cigarettes, also known as electronic cigarettes, e-cigs, vapes, or vaporizers, are electronic devices that deliver nicotine and other substances in vapor form without burning tobacco. E-cigarettes come in various shapes, sizes, and designs and can contain different liquids, flavors, and additives. Batteries power E-cigarettes and usually consist of three main components: a cartridge or tank that holds the liquid, an atomizer or heating element that vaporizes the liquid, and a mouthpiece or inhaler that delivers the vapor to the user.

E-cigarettes have become popular among smokers and non-smokers, especially youth and young adults, as a perceived safer alternative to cigarettes or a way to quit smoking. According to the World Health Organization (WHO), there were an estimated 1.1 billion e-cigarette users worldwide in 2020, up from 35 million in 2011. The global e-cigarette market was valued at $19.3 billion in 2020 and is expected to grow at a compound annual growth rate of 23.8% from 2021 to 2028.

However, e-cigarettes are not without controversy and debate. While some studies and experts suggest that e-cigarettes may help smokers quit or reduce their cigarette consumption and may expose users to fewer harmful chemicals than cigarettes, other studies and experts warn that e-cigarettes may pose serious health risks, such as lung damage, cardiovascular disease, cancer, and nicotine addiction. Moreover, e-cigarettes may attract and initiate non-smokers, especially youth and young adults, to nicotine use and dual use with cigarettes. They may undermine the tobacco control efforts and policies that aim to reduce smoking prevalence and prevent smoking initiation.

One of the most contentious and intriguing aspects of the e-cigarette phenomenon is the role of Big Tobacco, the term used to describe the major tobacco companies that produce and sell cigarettes and other tobacco products. Big Tobacco has entered the e-cigarette market to compensate for the declining cigarette sales and to capitalize on the growing consumer demand and profit potential of vaping products. Big Tobacco has used various strategies and tactics to dominate the e-cigarette industry, such as acquiring or investing in e-cigarette companies, marketing and advertising e-cigarettes to appeal to different segments of consumers, lobbying and influencing the regulation and taxation of e-cigarettes, and developing and innovating new products and technologies to enhance the appeal and addictiveness of e-cigarettes.

Big Tobacco's involvement in the e-cigarette market has significant implications and challenges for public health and policy, such as the potential benefits and risks of e-cigarettes for smokers and non-smokers, the current state and future direction of e-cigarette regulation and policy, and the main challenges and opportunities for regulating and reducing the harm of e-cigarettes.

In this blog post, we will examine the following questions:

• How did Big Tobacco enter the e-cigarette market, and what are its motivations and goals?

• What are the strategies and tactics of Big Tobacco to dominate the e-cigarette industry, and how do they affect public health and policy?

• What are the implications and challenges of Big Tobacco's involvement in the e-cigarette market for regulation and harm reduction?

By the end of this blog post, you will have a better understanding of the e-cigarette news and why Big Tobacco became Big Vape.

The History of Big Tobacco and E-Cigarettes

The history of e-cigarettes can be traced back to the early 20th century, when several inventors and entrepreneurs attempted to create cigarette alternatives, such as devices that used heat, electricity, or chemicals to produce smokeless nicotine delivery systems. However, these devices have not achieved commercial success or widespread popularity due to the lack of consumer demand, technological limitations, and regulatory barriers.

The first modern e-cigarette was patented by American inventor Herbert Gilbert in 1963. Gilbert's device was described as "a smokeless, non-tobacco cigarette" that vaporized a flavored liquid solution with a battery-powered heating element. Gilbert claimed that his device could provide a safer and more satisfying way of inhaling nicotine without the harmful effects of burning tobacco. However, Gilbert's device never went into production or reached the market, as the tobacco industry was not interested in investing in or promoting a product that could compete with or replace cigarettes.

The e-cigarette as we know it today was invented by Hon Lik, a Chinese pharmacist and smoker, in 2003. Hon Lik was inspired to create an e-cigarette after his father, who was also a heavy smoker, died of lung cancer. Hon Lik's device used a piezoelectric ultrasound element to vaporize a nicotine-containing liquid solution, which the user inhaled through a mouthpiece. Hon Lik's device was the first to resemble a conventional cigarette in appearance and function and was marketed as "Ruyan," meaning "like smoke" in Chinese. Hon Lik's device was patented in China in 2003 and the US in 2007 and was introduced to the Chinese market in 2004 and to the European and American markets in 2006 and 2007, respectively.

The e-cigarette industry has evolved rapidly since the introduction of Hon Lik's device, with the emergence of new generations of devices and products that differ in design, performance, and features. The first generation of e-cigarettes, also known as "cigalikes", was similar to Hon Lik's device and consisted of disposable or rechargeable devices that looked like cigarettes and used pre-filled cartridges or cartomizers that contained the liquid solution, also known as e-liquid or e-juice. The second generation of e-cigarettes, also known as "vape pens" or "eGo-style," was more extensive and more potent than cigalikes and consisted of rechargeable devices that used refillable tanks or clearomizers that allowed the user to choose and change the e-liquid. The third generation of e-cigarettes, also known as "mods" or "personal vaporizers," was the most advanced and customizable devices and consisted of rechargeable devices that used variable voltage, wattage, and temperature settings and used rebuildable atomizers or sub-ohm tanks that enabled the user to modify the coil, wick, and airflow of the device. The fourth generation of e-cigarettes, also known as "pod systems" or "pod mods," was the most recent and popular device and consisted of compact and sleek devices that used pre-filled or refillable pods that contained the e-liquid and used nicotine salts, a form of nicotine that has a lower pH and higher concentration than freebase nicotine, which allows for smoother and firmer nicotine delivery.

The e-cigarette industry has also diversified and expanded its product portfolio, introducing new types of liquids, flavors, and additives that cater to different consumer preferences and needs. The e-liquid is the main component of the e-cigarette that determines the device's flavor, nicotine strength, and vapor production. The e-liquid comprises four main ingredients: propylene glycol (PG), vegetable glycerin (VG), nicotine, and flavorings. PG and VG are the base liquids that act as solvents and carriers for nicotine and flavorings and also affect the viscosity, throat hit, and vapor production of the e-liquid. PG is a thin, clear liquid that produces a strong throat hit and carries the flavor well, while VG is a thick, sweet liquid with a smooth throat hit and large vapor clouds. The ratio of PG and VG in the e-liquid can vary depending on the device and the user's preference, but the most common ratios are 50/50, 70/30, and 80/20. Nicotine is an addictive substance that stimulates the central nervous system and provides the sensation of smoking. The nicotine strength in the e-liquid can vary depending on the device and the user's preference, but the most common strengths are 0 mg/ml, 3 mg/ml, 6 mg/ml, 12 mg/ml, and 18 mg/ml. The nicotine can be freebase nicotine, the purest and most common form of nicotine, or nicotine salts, a newer and more potent form of nicotine that uses benzoic acid or other organic acids to lower.

Marketing and Advertising Strategies of Big Tobacco in the Vaping Industry:

Targeting Youth and Young Adults:

Big Tobacco companies have employed marketing strategies targeting youth and young adults. This includes using vibrant colors, youthful imagery, and social media campaigns to create a lifestyle appeal around vaping.

Appealing Flavors and Design:

To attract a broader consumer base, Big Tobacco has introduced a variety of appealing flavors for e-cigarettes, ranging from fruit and dessert flavors to menthol. The packaging and design often resemble popular consumer products, making them visually attractive.

Health Claims and Comparisons with Cigarettes:

Some marketing tactics involve promoting e-cigarettes as a "safer" alternative to traditional cigarettes. This strategy can downplay the health risks associated with vaping while highlighting the harms of combustible tobacco.

Lobbying and Political Influence of Big Tobacco in E-cigarette Regulation:

Opposition to Bans and Restrictions:

Big Tobacco has historically opposed strict regulations and bans on e-cigarettes. Lobbying efforts aim to maintain a favorable environment for the industry, preventing restrictions on marketing, flavors, and product availability.

Support for Industry-Friendly Standards:

Companies lobby for standards and regulations that are favorable to their interests. This may include pushing for industry self-regulation rather than stringent government oversight.

Funding Research and Advocacy Groups:

Big Tobacco may fund research studies and advocacy groups to shape public opinion and influence policymakers. This funding can sway perceptions of the safety and benefits of e-cigarettes.

Product Development and Innovation Strategies:

Increasing Nicotine Content and Delivery:

To enhance addictiveness, some companies have increased nicotine levels in e-cigarettes, making them more potent than traditional cigarettes and potentially more challenging for users to quit.

Modifying Device and Liquid Characteristics:

Continuous innovation involves altering device and liquid characteristics, such as introducing sleeker designs, customizable features, and novel delivery mechanisms to maintain consumer interest.

Introducing New Technologies and Features:

Big Tobacco invests in cutting-edge technologies to introduce novel features in e-cigarettes, aiming to differentiate their products and attract new users.

Implications and Challenges for Regulation and Harm Reduction:

Potential Benefits:

• Smoking Cessation: E-cigarettes may offer a harm reduction tool for smokers attempting to quit traditional cigarettes.

• Reduced Exposure: Switching to e-cigarettes may reduce exposure to harmful chemicals found in combustible tobacco.

Potential Risks:

• Initiation and Dual Use: E-cigarettes may act as a gateway for non-smokers, leading to initiation and dual use with traditional cigarettes.

• Adverse Effects and Injuries: Health concerns include potential adverse effects and injuries related to vaping, such as lung injuries associated with certain vaping products.

Regulation and Policy Landscape:

EU Tobacco Products Directive:

The EU has implemented regulations on e-cigarettes through the Tobacco Products Directive, addressing issues like advertising, labeling, and product safety.

US Food and Drug Administration (FDA):

The FDA has regulatory authority over tobacco products, including e-cigarettes. Regulatory efforts focus on youth access, marketing, and product standards.

WHO Framework Convention on Tobacco Control:

The WHO Framework Convention on Tobacco Control provides a global framework for tobacco control, but its effectiveness depends on member states' implementation of its recommendations.

Challenges and Opportunities for Regulation:

Balancing Stakeholder Interests:

Regulators face the challenge of balancing the interests of public health, industry, and consumers, ensuring that regulations promote harm reduction without fostering a black market.

Ensuring Product Quality and Safety:

Quality control and safety standards are essential to mitigate health risks associated with e-cigarettes. Regulatory bodies must enforce product testing and manufacturing standards.

Monitoring Trends and Impacts:

Regulators need to closely monitor trends in vaping, staying ahead of new products and technologies to address emerging public health concerns promptly.

If you are interested in the vaping industry, take a look at the vaporizer vs cigarette article.