Vaping Industry Exploiting the COVID-19 Pandemic
September 23, 2020
Par: communication@cnct.fr
Dernière mise à jour: September 23, 2020
Temps de lecture: 3 minutes
E-cigarette industry used pandemic to boost sales of its products, study finds[1] Stanford Medicine researchers, published in the British Medical Journal, which analyzed more than 300 coronavirus-themed advertisements.
The study results highlight that e-cigarette companies have promoted their products through advertisements claiming to alleviate stress and anxiety related to the pandemic: “Don't be discouraged, relax, work from home with the calming effect of [our different flavors]]».
The study authors also cite the use of slogans urging consumers to stay home and vape (Stay Home & Vape). With vaping products considered non-essential in many countries, retailers were quick to encourage users to order through their online stores, offering “contactless delivery” to “support” their customers during the quarantine. Manufacturers also appropriated government language for their slogans: “ Slowing down the epidemic but not the motivation to vape ", " to stock up on vaping essentials ".
Many brands have tried to capitalize on the pandemic by positioning themselves as trusted health players. Some have launched promotions offering free toilet paper, masks, or hand sanitizer in exchange for the purchase of a vape product. One British e-liquid brand, Podsalt, went so far as to describe its sanitizer solution as “WHO recommended” and claimed it killed 99.9% of bacteria.
Smok ran a contest on its Instagram account, giving followers the chance to choose six “essential” items from an assortment of items. The latter included a variety of Smok e-cigarettes, masks, toilet paper, and sanitizer. Vintage Vapor, a Texas-based vaping retailer, promoted the sale of FFP2 masks through its online store. Other American vaping brand manufacturers offered tutorials on how to properly wear a mask.
From the start of the epidemic, several associations and organizations had also denounced the instrumentalization of the COVID 19 pandemic by the tobacco industry to whitewash its image and boost sales of its new tobacco products.[2]These marketing strategies are reminiscent of the promotional methods frequently condemned by tobacco manufacturers.
Keywords: Vaping, Covid19, Marketing
©Tobacco Free Generation[1] Ramamurthi D, Chau C, Jackler RK Exploitation of the COVID-19 pandemic by e-cigarette marketers Tobacco Control Published Online First: 27 August 2020, accessed 29 September 2020. doi: 10.1136/tobaccocontrol-2020-055855 [2] The tobacco industry is taking advantage of Covid19 to improve its image, Generation Without Tobacco, April 14, 2020, consulted on September 23, 2020 National Committee Against Smoking |