Investigation into new products: the tobacco industry's targeting and disinformation tactics

The investigation "Vaping: The Cigarette Empire Strikes Back," broadcast on the France 2 program "Complément d'enquête," highlights the economic and strategic importance of the e-cigarette market, now largely dominated by major tobacco companies such as Philip Morris and British American Tobacco.[1]. According to the data presented, more than 3 million French people now use electronic cigarettes, a figure that has increased sharply in recent years.

This rapid development represents considerable profits for these economic players: the French electronic cigarette market is estimated at nearly 1.6 billion euros in turnover.

A strategy by manufacturers to regain control of the nicotine market

The investigation notes that the main multinational tobacco companies – Philip Morris International, Imperial Brands, British American Tobacco – have bought or developed their own electronic cigarette brands, seeking to maintain their dominance in the nicotine market.

Globally, these groups are investing billions of dollars in so-called "alternative" products, including electronic cigarettes, heated tobacco products, and nicotine pouches.

In France, traditional smoking remains high: approximately 25% of adults use tobacco (daily or occasionally). The proportion of e-cigarette users is more limited. Among the 8.3% of regular vapers, the majority are smokers, or "dual-smokers.".

The consumption trend that primarily interests these manufacturers, however, is that of young people. Researchers point out that by age 17, one in two teenagers has already tried electronic cigarettes, and at the same age, daily vaping has tripled, rising from 1.9 to 6.2 between 2017 and 2022, even though the phenomenon of puffs (disposable electronic cigarettes) had not yet emerged.

A market that targets young people and tries to evade all regulations

The report analyzes this market with a diversification of products: disposable devices and e-liquids with varied flavors (fruity, sweet…), particularly popular among young people.

Marketing efforts are varied. They take the form of sales promotions in tobacco shops, billboards in public spaces, social media campaigns, and advertising at music festivals. They can also be similar to the approach used for technology or lifestyle products. However, since 2016, direct and indirect advertising for vaping products has been prohibited in France.

Serdar Kaya, the president of the Confederation of Tobacconists, claims that there are too many laws and that tobacconists cannot possibly know them all. However, tobacconists receive training specifically regarding their obligations under the provisions of the Public Health Code, particularly the section concerning the strict regulation of advertising for these products. Similarly, Independent investigations conducted by the National Committee Against Smoking (CNCT) have recently raised further concerns about the scale offences committed by tobacconists in this regard.

At the same time, supply methods are diversifying. The survey notably mentions the proliferation of products, including "non-standard" products, sold online.

Disinformation, third-party funding, manipulated amendments…: a wide range of tools to advance one's interests

The report focuses particularly on the claim that e-cigarettes are "95% less harmful," a claim repeatedly used to describe these new products compared to traditional cigarettes. These claims are even echoed by public officials such as former Health Minister Olivier Véran. However, this assertion is based on only one 2015 study, funded by Euroswiss Health, which is linked to British American Tobacco, and which the French Agency for Food, Environmental and Occupational Health & Safety (ANSES) has described as a "marketing slogan" with no basis in reality. In its recent report, the Agency reiterated the continued uncertainties regarding the long-term effects of vaping., which carries respiratory, even cardiovascular and potentially carcinogenic risks.

The report also examines the role of Professor David Khayat, former President of the National Cancer Institute, who became a consultant for the tobacco company Philip Morris in defending its heated tobacco product. This information, revealed in France a few years ago, is not systematically disclosed by Professor Khayat, who primarily mentions it in relation to his activities in North Africa. Thus, Agnès Buzyn, former Minister of Health and herself former President of the National Cancer Institute, when questioned about this, stated that she was unaware of this collaboration.

The role of these third parties is, in particular, to foster trust among public decision-makers and to push through legislation favorable to the interests of industry. This is notably the case with Member of Parliament Charles de Courson, who, over the past few years, has consistently introduced amendments originating from the tobacco company.

In this context, public health experts, including the National Committee Against Smoking (CNCT), call, on the one hand, for better information for consumers and strict regulation of all products authorized on the market, and on the other hand, reiterate the importance of applying the provisions concerning the protection of public policies so that the origins of amendments tabled at the level of tobacco and its new products are clearly identified.

At the crossroads of powerful sectoral economic interests and health concerns, electronic cigarettes and heated tobacco thus appear as a new strategic area for the tobacco industry, determined to maintain its influence on the global nicotine market., confirming the findings of another television investigation on the same subject published in January 2026.

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[1]""Further investigation". E-cigarettes: the cigarette empire strikes back., France Info, published on March 17, 2026, accessed on March 23, 2026

National Committee Against Smoking |