E-cigarette Industry Research Articles

Public Opinion About E-Cigarettes on Chinese Social Media: A Combined Study of Text Mining Analysis and Correspondence Analysis.

BackgroundElectronic cigarettes (e-cigarettes) have become increasingly popular. China has accelerated its legislation on e-cigarettes in recent years by issuing two policies to regulate their use: the first on August 26, 2018, and the second on November 1, 2019. Social media provide an efficient platform to access information on the public opinion of e-cigarettes.ObjectiveTo gain insight into how policies have influenced the reaction of the Chinese public to e-cigarettes, this study aims to understand what the Chinese public say about e-cigarettes and how the focus of discussion might have changed in the context of policy implementation.MethodsThis study uses a combination of text mining and correspondence analysis to content analyze 1160 e-cigarette–related questions and their corresponding answers from Zhihu, China’s largest question-and-answer platform and one of the country’s most trustworthy social media sources. From January 1, 2017, to December 31, 2019, Python was used to text mine the most frequently used words and phrases in public e-cigarette discussions on Zhihu. The correspondence analysis was used to examine the similarities and differences between high-frequency words and phrases across 3 periods (ie, January 1, 2017, to August 27, 2018; August 28, 2018, to October 31, 2019; and November 1, 2019, to January 1, 2020).ResultsThe results of the study showed that the consistent themes across time were comparisons with traditional cigarettes, health concerns, and how to choose e-cigarette products. The issuance of government policies on e-cigarettes led to a change in the focus of public discussion. The discussion of e-cigarettes in period 1 mainly focused on the use and experience of e-cigarettes. In period 2, the public’s attention was not only on the substances related to e-cigarettes but also on the smoking cessation functions of e-cigarettes. In period 3, the public shifted their attention to the e-cigarette industry and government policy on the banning of e-cigarette sales to minors.ConclusionsSocial media are an informative source, which can help policy makers and public health professionals understand the public’s concerns over and understanding of e-cigarettes. When there was little regulation, public discussion was greatly influenced by industry claims about e-cigarettes; however, once e-cigarette policies were issued, these policies, to a large extent, set the agenda for public discussion. In addition, media reporting of these policies might have greatly influenced the way e-cigarette policies were discussed. Therefore, monitoring e-cigarette discussions on social media and responding to them in a timely manner will both help improve the public’s e-cigarette literacy and facilitate the implementation of e-cigarette–related policies.

Protecting Youth From the Risks of Electronic Cigarettes

The rapid increase in e-cigarette use among adolescents and young adults has led to drastic changes in patterns of nicotine consumption worldwide. The use of e-cigarettes, many of which contain high levels of nicotine, is especially harmful in this age group and is associated with increased use of cigarettes and other substances among youth. While the risks of short- and long-term e-cigarette use and secondhand aerosol exposure remain only partially understood, e-cigarettes should not be recommended for smoking cessation for youth in any circumstances given the lack of evidence for effectiveness and potential harmful physical and mental health effects. The perceptions of low e-cigarette risk of adolescents and young adults combined with few market regulations and the appeal of youth-friendly flavors, have created ideal conditions for the e-cigarette industry to thrive and place millions of youth at risk of developing an addiction to nicotine. Policies and regulations aiming to prevent youth-directed marketing and sales of e-cigarette and all nicotine delivery products are needed to protect young people. Public health-led education campaigns and educational curricula are also needed to help inform youth and families about the risks of e-cigarette use. While more research is required to determine the best ways to help youth quit e-cigarette use, adolescent health providers can play a key role in screening and counseling youth about e-cigarette use and should be adequately trained and supported to care for youth with e-cigarette addiction.

Conflicts of interest in e-cigarette research: A public good and public interest perspective.

The tobacco industry's involvement in the electronic cigarette research that informs public health policy is controversial. On the one hand, some are concerned that their involvement presents conflicts of interest that bias research outputs and invalidate the policies that use them. On the other hand, some have argued that the tobacco industry may support valid research and contribute to the goals of public health, for instance, if the interests of the e-cigarette industry could be part of a tobacco smoking cessation policy. We approach this debate from the ethical perspective of the public interest and the public good, considering how legitimate researchers can square their expert opinion with validating tobacco industry-funded research, given the perfidy of the tobacco industry and paucity of robust, conclusive evidence on the public health impacts of liberalizing e-cigarette use.

Financial Conflicts of Interest and Stance on Tobacco Harm Reduction: A Systematic Review.

Background. Tobacco companies have actively promoted the substitution of cigarettes with purportedly safer tobacco products (e.g., smokeless tobacco, e-cigarettes) as tobacco harm reduction (THR). Given the tobacco, e-cigarette, and pharmaceutical industries' substantial financial interests, we quantified industry influence on support for THR. Objectives. To analyze a comprehensive set of articles published in peer-reviewed journals assessing funding sources and support for or opposition to substitution of tobacco or nicotine products as harm reduction. Search Methods. We searched PubMed, Embase, Web of Science, and PsycINFO with a comprehensive search string including all articles, comments, and editorials published between January 1, 1992, and July 26, 2016. Selection Criteria. We included English-language publications published in peer-reviewed journals addressing THR in humans and excluded studies on modified cigarettes, on South Asian smokeless tobacco variants, on pregnant women, on animals, not mentioning a tobacco or nicotine product, on US Food and Drug Administration-approved nicotine replacement therapies, and on nicotine vaccines. Data Collection and Analysis. We double-coded all articles for article type; primary product type (e.g., snus, e-cigarettes); themes for and against THR; stance on THR; THR concepts; funding or affiliation with tobacco, e-cigarette, pharmaceutical industry, or multiple industries; and each author's country. We fit exact logistic regression models with stance on THR as the outcome (pro- vs anti-THR) and source of funding or industry affiliation as the predictor taking into account sparse data. Additional models included article type as the outcome (nonempirical or empirical) and industry funding or affiliation as predictor, and stratified analyses for empirical and nonempirical studies with stance on THR as outcome and funding source as predictor. Main Results. Searches retrieved 826 articles, including nonempirical articles (21%), letters or commentaries (34%), editorials (5%), cross-sectional studies (15%), systematic reviews and meta-analyses (3%), and randomized controlled trials (2%). Overall, 23.9% disclosed support by industry; 49% of articles endorsed THR, 42% opposed it, and 9% took neutral or mixed positions. Support from the e-cigarette industry (odds ratio [OR] = 20.9; 95% confidence interval [CI] = 5.3, 180.7), tobacco industry (OR = 59.4; 95% CI = 10.1, +infinity), or pharmaceutical industry (OR = 2.18; 95% CI = 1.3, 3.7) was significantly associated with supportive stance on THR in analyses accounting for sparse data. Authors' Conclusions. Non-industry-funded articles were evenly divided in stance, while industry-funded articles favored THR. Because of their quantity, letters and comments may influence perceptions of THR when empirical studies lack consensus. Public Health Implications. Public health practitioners and researchers need to account for industry funding when interpreting the evidence in THR debates.

Regulation of E-Cigarettes in the United States and Its Role in a Youth Epidemic.

During the first decade of federal regulation of electronic nicotine delivery systems (ENDS), the e-cigarette industry has rapidly grown. Recently, the U.S. Surgeon General and Commissioner of the Food and Drug Administration each declared the rapid rise in rates of youth using these products to be an “epidemic.” While a foundational basis for regulating ENDS has been in effect since 2016, deferred enforcement has contributed to acute rise in use by youth. The Agency has undertaken several initiatives to address the problem and warned manufacturers that if current youth trends continue, it will be “game over.”

Concerns over increased vaping in schoolchildren

Concerns over increased vaping in schoolchildren

Halting the Comeback of “Kiddie Packs”: Defeating an Invisible Enemy

Background and context: “Kiddie packs”–packs of 10 or fewer cigarettes–have been banned in Malaysia in 2010. In August 2017, however, tobacco control civil society organizations (CSOs) were informed that the tobacco industry had approached the Malaysian government on this issue, claiming that a “return” would increase the government’s tobacco tax revenue. Unfortunately, this news was not formalised and CSOs were not allowed to reveal the source. We thus could not implement direction action organizing, and the media is much less likely to respond to “smoke without fires”. Aim: To stop the return of kiddie packs. Strategy/Tactics: Through discussions on a WhatsApp group, CSOs launched a “divide and conquer” battle. After a CSO took the risk and leaked the information to media (without revealing its source), many groups built on the voice, and “smoked out” the enemy. A few CSOs tackled a different front, including using social media to gather voices, rallying the support of policymakers, other ministers, and nonhealth civil societies, and coordinating a visit to the government. Program/Policy process: After a CSO disclosed the “kiddie pack” news to the largest selling daily newspaper, many groups followed up with interviews, media statements and letters. Meantime, another CSO reached out to its network of policymakers and nonhealth CSOs for support, and sent briefing points or draft “letters to the government” with key messages that tailored to the senders´ specialty (human rights, environment, etc.) When a protobacco retailer announced it had 3200 signatures from their members, one CSO launched an online petition on its Facebook page, shared the effects of kiddie packs on adolescents, and gathered 10 times the signature within a month. The final effort was a visit to the government - a tactic used by the e-cigarette industry previously - to submit the signatures and statement. Outcomes: The “leak” resulted in a front page coverage, allowing the Health Minister to state his views, and other CSOs to use it as a platform to voice their protest. It was also publicised in mainstream as well as online news in different languages. Within two weeks, the tobacco industry finally revealed its intention, and coordinated its media responses through its supporters. Each of these responses were met - point by point–by CSOs, resulting in at least 20 published “letters”. Nearly 40,400 (online and offline) signatures were gathered, representing 57 CSOs. To date, kiddie packs have not made a “return”. What was learned: Instant messaging applications and social media tools can replace meetings and on-the-ground efforts, especially when CSOs lack funds, time, and human resources. Also, great campaigns should consist of general (e.g., writing to the media) as well as specialized (social media, networking with policymakers) efforts. This allows different CSOs to focus their strengths, avoid redundant tasks or “working in silos”, and have every contribution count.

Preventing Liquid Nicotine Toxic Effects on Children

Electronic nicotine delivery devices, such as electronic cigarettes (e-cigarettes) and vaping pens, are battery-powered devices that deliver nicotine, flavorings (eg, fruit, mint, and chocolate), and other chemicals via an inhaled aerosol. 1 Govindarajan P Spiller HA Casavant MJ Chounthirath T Smith GA E-cigarette and liquid nicotine exposures among young children. Pediatrics. 2018; e20173361 Crossref PubMed Scopus (26) Google Scholar In some states, there are no restrictions on the sale of e-cigarettes to minors. 2 Marynak K Holmes CB King BA Promoff G Bunnell R McAfee T State laws prohibiting sales to minors and indoor use of electronic nicotine delivery systems: United States, November 2014. MMWR. 2014; 63: 1145-1150 PubMed Google Scholar Although e-cigarette use is increasing among US adolescents and adults, its overall impact on public health remains unclear. One area of concern is the potential of e-cigarettes to cause acute nicotine toxicity, especially in children. In 2014, the e-cigarette industry was predicted to be worth $130 million and rising. E-cigarette use in teenagers is 3 times higher than traditional smoking, especially in middle and high school students. More than 2 million middle and high school students were current users of e-cigarettes in 2016. 3 Centers for Disease Control and Prevention (CDC) Tobacco use among middle and high school students: United States, 2011–2016. MMWR. 2017; 66: 597-603 PubMed Google Scholar Over the last decade, traditional smokers have decreased; however, in the past 5 years e-cigarette use in nonsmokers has doubled. 1 Govindarajan P Spiller HA Casavant MJ Chounthirath T Smith GA E-cigarette and liquid nicotine exposures among young children. Pediatrics. 2018; e20173361 Crossref PubMed Scopus (26) Google Scholar , 3 Centers for Disease Control and Prevention (CDC) Tobacco use among middle and high school students: United States, 2011–2016. MMWR. 2017; 66: 597-603 PubMed Google Scholar Although e-cigarettes have fewer carcinogens than cigarettes, depending on the milligrams of nicotine in the liquid, the exposure to nicotine can be significantly higher. 1 Govindarajan P Spiller HA Casavant MJ Chounthirath T Smith GA E-cigarette and liquid nicotine exposures among young children. Pediatrics. 2018; e20173361 Crossref PubMed Scopus (26) Google Scholar , 4 Nationwide Children's Hospital Liquid nicotine used in e-cigarettes still a danger to children despite recent decline in exposures: study recommends further regulation of liquid nicotine to keep children safer. ScienceDaily, 2018, April 23www.sciencedaily.com/releases/2018/04/180423085426.htmDate accessed: May 12, 2018 Google Scholar (See Figs. 1 and 2). Figure 2Prevent child injury infograph on nicotine poisoning View Large Image Figure Viewer Download Hi-res image Salina Nicol Nordstrom is Emergency Department FNP in Blauvelt, NY.

Youth say ads for flavored e-liquids are for them

IntroductionE-cigarettes are the most popular tobacco product among adolescents and young adults (“AYA”) and are available in many flavors. The e-cigarette industry argues that flavors are not meant to appeal to youth, yet no study has asked youth what age group they think ads for flavored e-liquids are targeting. We asked AYA which age group they thought ads for flavored e-liquids targeted. MethodsIn 2016 as part of a larger survey, a random sample of 255 youth from across California (62.4% female, mean age = 17.5, SD = 1.7) viewed eight ads, presented in randomized order, for fruit-, dessert-, alcohol-, and coffee-flavored e-liquids and indicated the age group they thought the ads targeted: younger, same age, a little older, or much older than them. Population means and 95% confidence intervals were estimated using bootstrapping (100,000 replicate samples). ResultsMost participants (93.7%) indicated the cupcake man flavor ad targeted an audience of people younger than they. Over half felt ads for smoothy (68.2%), cherry (63.9%), vanilla cupcake (58%), and caramel cappuccino (50.4%) targeted their age and for no flavor ad did most feel the primary target age group was much older. ConclusionsYouth believe ads for flavored e-liquids target individuals about their age, not older adults. Findings support the need to regulate flavored e-liquids and associated ads to reduce youth appeal, which ultimately could reduce youth use of e-cigarettes.

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites.

BackgroundThe electronic cigarette (e-cigarette) industry has grown in size and organizational complexity in recent years, most notably with the entry of major tobacco companies in 2012 and the proliferation of vape shops. Many brands maintain retail websites that present e-cigarette marketing claims and sell directly to consumers. Understanding of the evolving composition of different types of e-cigarette brand websites is currently underdeveloped.ObjectiveThis paper presents how e-cigarette brand websites surveyed in 2013-2014 evolved by 2016-2017, and how the websites run by different types of e-cigarette producers currently differ.MethodsIn 2016-2017, we revisited 466 e-cigarette brand websites surveyed in 2013-2014, 288 of which were extant, and identified 145 new English-language websites. We compared product designs, marketing claims, and age-based warnings presented by types of e-cigarette producers: major tobacco companies, independent vape shops, and independent internet-only companies.ResultsAmong the 433 websites examined in 2016-2017, 12 were owned by major tobacco companies, 162 operated a physical vape shop, and 259 were internet-only operations. Closed-system product designs were sold by 83% (10/12) of tobacco-owned brands. In comparison, 29.0% (47/162, P<.001) of vape shop and 55.2% (143/259, P=.06) of internet-only brands sold closed-system designs. Compared with vape shop and internet-only brands, tobacco-owned brands offered a smaller set of product models (P values <.001) and a narrower range of flavors (P values <.01), with greater emphasis on the traditional combustible cigarette flavors of tobacco and menthol (P values <.001). Tobacco-owned brands also offered a narrower range of nicotine options than the vape shops (P=.002) and were less likely to offer nicotine-free e-liquid compared with internet-only and vape shop brands (P values <.001). Finally, 83% (10/12) of tobacco-owned brand websites featured age verification pop-up windows. In comparison, only 50.2% (130/259) of internet-only brands (P=.01) and 60.5% (98/162) of vape shop brands (P=.06) featured age verification windows. Websites surveyed in both 2013-2014 and 2016-2017 became more likely to sell open-system mods (P<.001) and sold an increased number of product models (P<.001), flavors (P<.001), and nicotine options (P<.001). Prevalence of several types of claims decreased significantly, including indirect claims regarding smoking cessation (P<.001), claims regarding e-cigarettes as healthier (P<.001), less expensive (P<.001), and usable in more places (P<.001) compared with combustible cigarettes.ConclusionsThe number of e-cigarette brands has not appeared to increase since 2014, even as website messaging evolved, with brands owned by tobacco companies and vape shops pulling in opposite directions. Brands owned by tobacco companies offered a limited range of e-cigarette products, whereas brands owned by vape shops emphasized a panoply of flavor and nicotine options. Furthermore, the Food and Drug Administration’s regulatory action may influence the types of e-cigarette products offered and the market shares of various companies.

Counterfeit Electronic Cigarette Products with Mislabeled Nicotine Concentrations

We compared nicotine concentrations in one brand of refill fluids that were purchased in 4 countries and labeled 0 mg of nicotine/mL. We then identified counterfeit e-cigarette products from these countries. Overall, 125 e-cigarette refill fluids were purchased in Nigeria, the United States (US), England, and China. Nicotine concentrations were measured using high performance liquid chromatography and compared to labeled concentrations. Refill fluids were examined to identify physical differences and grouped into authentic and counterfeit products. Whereas nicotine was in 51.7% (15/29) of the Nigerian, 3.7% (1/27) of the Chinese and 1.6% (1/61) of the American refill fluids (range = 0.4 - 20.4 mg/mL), 8 British products did not contain nicotine. Products from China, the US, and Nigeria with trace amounts of nicotine (0.4 to 0.6 mg/mL) were authentic; however, all products from Nigeria with more than 3.7 mg/mL were counterfeit. We introduce 2 novel issues in the e-cigarette industry, the production of counterfeit refill fluids under a brandjacked label and inclusion of nicotine in 81.3% of the counterfeit products labeled 0 mg/mL. This study emphasizes the need for better control and monitoring of nicotine containing products and sales outlets.

Control frames dominate E-cigarette news articles

A content analysis of how e-cigarettes are framed in news stories and editorials in leading newspapers revealed content largely supportive of tobacco control initiatives for e-cigarettes. The FDA and CDC were the most quoted sources in e-cigarette control framed stories, whereas e-cigarette manufacturers and retailers were the most quoted sources in content with a dominant frame focused on the e-cigarette industry.

Adolescents' behavioral and neural responses to e-cigarette advertising.

Although adolescents are a group heavily targeted by the e-cigarette industry, research in cue-reactivity has not previously examined adolescents' behavioral and neural responses to e-cigarette advertising. This study addressed this gap through two experiments. In Experiment One, adult traditional cigarette smokers (n=41) and non-smokers (n=41) answered questions about e-cigarette and neutral advertising images. The 40 e-cigarette advertising images that most increased desire to use the product were matched to 40 neutral advertising images with similar content. In Experiment Two, the 80 advertising images selected in Experiment One were presented to adolescents (n=30) during an functional magnetic resonance imaging brain scan. There was a range of traditional cigarette smoking across the sample with some adolescents engaging in daily smoking and others who had never smoked. Adolescents self-reported that viewing the e-cigarette advertising images increased their desire to smoke. Additionally, all participants regardless of smoking statuses showed significantly greater brain activation to e-cigarette advertisements in areas associated with cognitive control (left middle frontal gyrus), reward (right medial frontal gyrus), visual processing/attention (left lingual gyrus/fusiform gyrus, right inferior parietal lobule, left posterior cingulate, left angular gyrus) and memory (right parahippocampus, left insula). Further, an exploratory analysis showed that compared with age-matched non-smokers (n=7), adolescent smokers (n=7) displayed significantly greater neural activation to e-cigarette advertising images in the left inferior temporal gyrus/fusiform gyrus, compared with their responses to neutral advertising images. Overall, participants' brain responses to e-cigarette advertisements suggest a need to further investigate the long-run impact of e-cigarette advertising on adolescents.

E-Cigarettes: The Wild, Wild West

In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly. Excerpt UVA-M-0876 Rev. Sept. 21, 2015 E-Cigarettes: The Wild, Wild West In 2014, tobacco giant Reynolds American Inc. (RAI) had to confront the rapidly evolving global tobacco industry landscape. E-cigarettes, once considered a fad, were becoming increasingly popular. Facing uncharted territory, tobacco companies were uncertain about how to most successfully enter this market and how to do so rapidly. An executive from Altria, the largest tobacco company in the United States, recognized the difficulty of predicting how robust the market would become. “Adoption rates are pretty low at this point…there is interest, but probably the products are not meeting the needs of people…that's a challenge that I think we and other people in the space are struggling and dealing with,” he said. RAI faced the same uncertainties. To explore this new market, combat Altria, and address declining cigarette consumption, in 2012, RAI had begun acquisition talks with Lorillard, Inc., a smaller tobacco company. The talks would last two years and culminate in a $ 27.4 billion deal, although there were difficult decisions along the way. RAI had developed its own e-cigarette, Vuse, but Lorillard manufactured the popular blu eCigs, which in 2013 had captured 47% of the U.S. e-cigarette market. Both RAI and Lorillard worried about scrutiny by antitrust regulators if both Vuse and blu eCigs were housed in the same company. Growing health concerns and the possible regulation of e-cigarettes were issues that complicated the decisions that had to be made. In early 2014, the U.S. Food and Drug Administration (FDA) had announced future regulations, and if laws governing e-cigarettes were too draconian, the growth of the e-cigarette industry could be adversely affected. RAI's CEO Susan Cameron had publicly expressed her excitement about e-cigarettes by saying, “[Our] strategic mission to transform the tobacco industry is a fascinating journey. I'm looking forward to the opportunity to not just advance, but accelerate, that momentum.” . . .

Knowledge and Beliefs About E-Cigarettes in Straight-to-Work Young Adults.

Young adults are a growing segment of electronic cigarette (e-cigarette) users. Young adults who go straight to work (STW) from high school make up a large portion of the young adult population, yet research to date has focused on college-educated young adults. This study explored STW young adult beliefs and knowledge about e-cigarettes. Semistructured individual interviews were used to elicit in-depth information from STW young adults ages 19-31 from a state in the southwest United States. Thirty interviews were conducted focusing on beliefs about e-cigarettes, current knowledge, and information-seeking practices. Interviews were recorded, transcribed, and analyzed using NVivo. Nine themes were identified falling into three categories: (1) beliefs about e-cigarettes, (2) knowledge about e-cigarettes, and (3) personal rules about e-cigarettes. STW young adults held positive beliefs about the health and safety of e-cigarettes for themselves, others, and the environment. They reported their social networks and the Internet as reliable sources of information about e-cigarettes, but they reported parents as the best source for advice. Participants had rules about e-cigarettes that contradicted some of their beliefs such as using e-cigarettes around children indicating that their beliefs were not as strongly held as they initially reported. Industry marketing and contradictory information may contribute to STW young adult knowledge and beliefs about e-cigarettes. Lack of credible public health information may also contribute to this issue. Ensuring that what is known about the benefits and harms of e-cigarettes is conveyed through multichannel communication and continued monitoring of marketing practices of the e-cigarette industry in light of the soon to be implemented regulations should be top priorities for public health. Beliefs and knowledge of STW young adults have not been explored even though they are heavily targeted by the e-cigarette industry. This group holds strong positive beliefs about the health and safety of e-cigarettes, despite having little credible knowledge about them. This study indicates a need for efforts focused on educating STW young adults on the potential risks and benefits of e-cigarettes and the communication of credible information or at minimum the acknowledgment of the uncertainty regarding the long-term health effects of e-cigarettes. It also indicates a need for continued monitoring and advocacy related to marketing practices of the e-cigarette industry.

Electronic cigarette marketing tactics in mainland China

China produces 41% and consumes >38% of the world's cigarettes.1 It is also a global production and export centre of the electronic cigarette (e-cigarette) industry. Around 95% of the world's...

Electronic cigarette marketers manipulate antitobacco advertisements to promote vaping

A device commonly used by public health advocates is the alteration of cigarette advertisements to convey an antismoking message.1 ,2 Well-known examples include ‘Joe Chemo’ for Joe Camel and ‘Fool’...

Electronic Cigarettes in the EU: The Political Economy of Product Regulation

You are the CEO of an e-cigarette company that has just been acquired by a major tobacco company. Your company operates in the European market. The July 2013 draft of the EU Tobacco Products Directive (TPD) recently has been crafted by the European Commission, but it has not yet been examined by the EU Parliament and its Council. The draft proposes that all e-cigarette products be classified as medical devices, regardless of nicotine content. This is the strictest available mode of regulation. If the directive goes into effect as written, e-cigarettes would have to undergo costly and lengthy clinical trials to receive approval and face much stricter marketability restrictions. The case details the state of the e-cigarette industry in 2013, including consumer data, distribution, competition from similar products, and public health concerns. Students will analyze the current regulatory environment, determine what outcome would be most favorable to the e-cigarette industry, and identify the ways to achieve that goal.

Electronic Cigarette Marketing Online: a Multi-Site, Multi-Product Comparison.

BackgroundElectronic cigarette awareness and use has been increasing rapidly. E-cigarette brands have utilized social networking sites to promote their products, as the growth of the e-cigarette industry has paralleled that of Web 2.0. These online platforms are cost-effective and have unique technological features and user demographics that can be attractive for selective marketing. The popularity of multiple sites also poses a risk of exposure to social networks where e-cigarette brands might not have a presence.ObjectiveTo examine the marketing strategies of leading e-cigarette brands on multiple social networking sites, and to identify how affordances of the digital media are used to their advantage. Secondary analyses include determining if any brands are benefitting from site demographics, and exploring cross-site diffusion of marketing content through multi-site users.MethodsWe collected data from two e-cigarette brands from four social networking sites over approximately 2.5 years. Content analysis is used to search for themes, population targeting, marketing strategies, and cross-site spread of messages.ResultsTwitter appeared to be the most frequently used social networking site for interacting directly with product users. Facebook supported informational broadcasts, such as announcements regarding political legislation. E-cigarette brands also differed in their approaches to their users, from informal conversations to direct product marketing.ConclusionsE-cigarette makers use different strategies to market their product and engage their users. There was no evidence of direct targeting of vulnerable populations, but the affordances of the different sites are exploited to best broadcast context-specific messages. We developed a viable method to study cross-site diffusion, although additional refinement is needed to account for how different types of digital media are used.

Electronic cigarettes: gateway to understanding the FDA?

Electronic cigarettes: gateway to understanding the FDA?