United States: TV ads for vaping and nicotine pouches targeted at youth

According to a study published in Substance Use & Misuse[1], U.S. television ads for JUUL, Vuse and Velo nicotine pouches target teens and young adults. They feature young models, animation and music, while emphasizing flavor options and themes of self-expression and social acceptance.

Restrictions on tobacco television ads do not apply to vaping and oral nicotine products. Several campaigns are currently running on national television networks in the United States.

Commercials aired during prime time

The researchers analyzed 18 commercials from seven separate campaigns for three popular nicotine product brands (JUUL, Vuse, and Velo). They aired between January 2021 and March 2022. The ads were evaluated using an index that combined advertising characteristics that previous research suggests appeal to young people. These included the type of music, which was energetic, as well as the themes of the individual and socialization. The researchers then surveyed 1,450 young adults aged 18 to 24, including current users of tobacco or nicotine products and non-users. They viewed the selected campaigns and were asked about their perceptions of the brand and their intentions regarding behaviors, particularly product use.

Participants overwhelmingly reported that the ads led them to believe that the product would be enjoyable to use and would improve their social status. Personalization was also a prominent feature of the ads studied, particularly those for the Vuse brand. This personalization was associated with a higher opinion of the product. Vuse’s campaign, “Express Yourself,” emphasized how users could customize their vape to their personal taste and identity through stickers. In addition, the environmental sustainability theme was associated with similar positive perceptions. The product was considered “cool” to use and behavioral intentions to try, use occasionally, and use daily.[2].

The three brands spent a combined total of more than $4.7 million on these seven ad campaigns, with 19% of the airtime falling during prime time (weeknights from 7 to 10 p.m.).

Apply tobacco advertising restrictions to new nicotine products

The study authors say these findings should prompt the U.S. Food and Drug Administration (FDA) to update its guidelines and apply existing advertising restrictions for tobacco products to e-cigarettes and non-therapeutic oral nicotine products. Banning tobacco and nicotine advertising altogether helps prevent young people from getting started with nicotine.

The authors also point out that the marketing arguments used around advertising for these products are similar to those that were used for tobacco when advertising was authorized for these products. A study[3] Truth Initiative has shown that the Zyn brand of flavored oral nicotine pouches (Philip Morris) offers consumers a rewards program that allows them to obtain gifts using the points earned when purchasing their Zyn products.

Tobacco brand loyalty programs date back to the 1930s, when Raleigh cigarettes included coupons in each pack that could be redeemed for items from a free catalog. In France, in the 1990s, the National Committee Against Smoking (CNCT), following the adoption of the Evin law, noted numerous circumventions of the law by the proliferation of promotions at points of sale (gifts, contests, etc.). The association took legal action to stop these circumventions.

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[1] Silver, N., Kucherlapaty, P., Kierstead, E., & Schillo, B. (2024). Objective Characteristics and Subjective Responses of 18–24-Year-Olds to US Nationally Televised Tobacco Advertisements. Substance Use & Misuse, 59(7), 1115–1125. https://doi.org/10.1080/10826084.2024.2320394

[2] TV ads for e-cigarettes and nicotine pouches show youth-appealing content that is banned for cigarettes, Truth Initiative, published September 26, 2024, accessed September 30, 2024

[3] Zyn rewards program follows Big Tobacco's marketing playbook, Truth Initiative, published July 2, 2024, accessed September 30, 2024