Up to Their Old Tricks. Tobacco Companies and eCigarettes

Abstract

Abstract Background Tobacco companies face an ever-increasing rate of marginalisation. They use eCigarettes as an opportunity to improve their credibility. In the past it was “just filter it” and “light cigarettes”. More recently, Philip Morris established a “Foundation for a Smoke-free World” pumping millions of dollars into distorting arguments about harm reduction. Methods The presentation will examine tactics used in traditional and social media to promote eCigarettes and to undermine arguments put by opponents. Tactics deployed that will be examined are: Use of the term harm reductionWithout the harm minimisation context that includes supply reduction and demand reductionAttacks launched in social media platforms such as twitter and FacebookOn individuals who publish papers identifying harms associated with eCigarettesPapers that are critical of eCigarettesDeployment of lobbyists in parliaments and to governmentsPresenting eCigarettes are a viable method of quitting tobaccoOther tactics Specific examples will be provided illustrating cherry-picking, distortion of peer review and translation of this material into the traditional and social media Discussion The methods deployed by tobacco companies have been successful in some countries and have been countered in others. To enhance arguments, Big Tobacco has deployed public health figures like Dr Derek Yach and Dr Moira Gilchrist. Public Health England is one example of a strong and successful supporter of an open market for eCigarette.. A similar story is true in the USA and New Zealand. In Australia, both government and opposition have required approval by the Therapeutic Goods Administration consistent with other smoking quitting aids. The policy is that that these devices should be available to those who really need them after they have been proven as efficacious and not causing significant harm. Key messages Tobacco giants are distorting eCigarettes policy as a way of improving credibility. Public health advocates do have the tools to counter big tobacco approaches.