US: Celebrities Launch E-Cigarette Brands Not Approved by FDA

Celebrities such as boxer Mike Tyson and singer Chris Brown have launched their own brands of e-cigarettes in the United States. These products are not approved for sale by the US Food and Drug Administration (FDA) and contribute to the wave of unauthorized and illegal e-cigarettes that have flooded the market in recent years.

Many of these products are "bigger, more powerful and cheaper" than the previous generation of e-cigarettes - and often contain sweet and fruity flavours popular with young people.[1].

Chris Brown and Mike Tyson are both hugely popular social media personalities. Chris Brown reached 145 million followers on Instagram earlier this year and is the second most-followed male artist on the platform.

Marketing directly aimed at young people

Mike Tyson offers three types of disposable e-cigarettes on his online store, some of which are available in 51 different flavors, with a single nicotine level of 50mg/ml (the legal limit authorized in the European Union is 20 mg/ml). Some devices guarantee 7,500 puffs, ten times more than the average puff. On his site, photos of the boxer scroll by, showing him smoking classic cigarettes and vaping his devices. The communication relates to the theme of boxing and sport. These are the promotional vectors of the products: “a vape designed by a champion, for a champion”, or even “vapes that deliver a punch of flavor”, “The Mike Tyson vape brand represents power and performance.”

Chris Brown also offers disposable e-cigarettes containing a single nicotine level of 50mg/ml in a wide range of flavours. The nicotine level is not listed on the online store and further research is required to find it. The affected products allow the consumer 15,000 puffs.

Each device comes with a character collector card featuring a unique comic book character designed by Brown. The device is featured prominently on the online store “Don’t miss out on this limited edition of official and exclusive collectible cards featuring a unique character designed by Chris Brown. Be on the lookout for these character cards and keep watching to see what comes next. Hold on to this card so you can collect them all!” For the Truth Initiative, the fact of encouraging the collection of cards encourages consumption and is a marketing technique aimed directly at young people, like Pokémon collectible cards.

The brand's Instagram account, launched in February 2024, already has more than 35,000 subscribers. It shows the singer directly promoting his products by associating vaping with an "experience" and a "vibe". None of the ads include a health warning about the addictive nature of nicotine.

A recent study[2] showed that celebrity endorsement of vaping devices significantly increases positive attitudes toward vaping and consumption intentions, particularly among adolescents and young adults.

More and more sophisticated products but not authorized for sale

Tyson and Brown’s e-cigarettes are not normally approved for sale. To date, the FDA has approved only twenty-seven vaping products, and only tobacco and menthol flavors are approved for disposable vaping devices. Yet thousands of products, including products from both celebrities, featuring many other attractive flavors remain for sale online and in retail stores.

In the battle to find a niche in the e-cigarette market, manufacturers are racing to make high-tech products that integrate Bluetooth, screens, video games and speakers, all for less than $20. The Ooze brand, for example, features a wireless speaker that users can pair with their phone to play music, and that lights up while the music is playing.

Health organizations are warning about the spread of these new devices aimed at a very young audience. The association of vaping products with games, electronic accessories or a certain lifestyle promoted by a celebrity can give the impression that these products are not at all harmful and addictive. However, the nicotine level, often very high (50 mg/ml) is very rarely mentioned or barely visible on packaging or online stores.

©Tobacco Free Generation

AE

[1] How celebrity-branded and tech-forward e-cigarettes may be contributing to youth nicotine use, Truth Initiative, published August 14, 2024, accessed August 19, 2024

[2] Phua J, Jin SV, Hahm JM. Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults' attitudes towards e-cigarettes and smoking intentions. J Health Psychol. 2018 Mar;23(4):550-560. doi:10.1177/1359105317693912. Epub 2017 Feb 1. PMID: 28810409.