First lessons from the marketing of reduced nicotine cigarettes

A study indicates that VLN cigarettes borrow all the marketing techniques of the tobacco industry, and can quickly deviate from the limits set by the FDA in terms of advertising arguments.

Reduced nicotine cigarettes contain 90 % less nicotine than conventional cigarettes. They do not reduce the toxicity of cigarettes, but are designed to limit smokers' nicotine dependence and are part of the measures proposed by the World Health Organization (WHO) to reduce smoking prevalence.[1].

In the United States, these cigarettes are allowed since December 2021 as “modified risk products,” a category distinct from that of reduced risk. The VLN King and VLN Menthol King brands, produced by the cigarette manufacturer 22nd Century, are marketed on an experimental basis since April 2022 in the Chicago metropolitan area. Four states are currently marketing them and thirteen others are expected to follow soon. A study published in the journal Tobacco Control takes stock of the first months of this marketing[2].

Less visibility within points of sale

VLN cigarettes were initially distributed only through Circle K chain stores. Six months after they went on sale, 57 of these Chicago locations were visited by trained investigators, who noted the presence of interior and exterior advertising, the arrangement of the packs in the displays and the presence of promotional offers.

Point-of-sale advertising for the VLN brand was more present outside than inside stores. On shelves, VLN cigarettes were systematically placed alongside traditional cigarettes, and in some cases could be next to e-cigarettes (17 %), nicotine pouches (7 %) and more rarely cigars and chewing tobacco. Reduced-yield cigarettes were never placed on the shelf at the front, i.e. the most visible level, and their promotional offers were not displayed on the shelf. As with other types of cigarettes, however, numerous promotional offers for VLN were identified in points of sale, most often in the form of discounts or reduced-price bundles. Discounts were also offered to members of the Circle K Tobacco Club, a loyalty program of the chain that has entered into a partnership with the VLN brand.

Violations of the principles of reduced-yield cigarettes

The average price of VLN cigarettes was US$10.90, compared to US$11.18 for a pack of Marlboros and US$8.16 for the discount brand Traffic. However, a preliminary study had highlighted the importance for reduced-yield cigarettes to be at a lower price level than regular cigarettes in order to remain attractive. This is a first point of vigilance concerning reduced-yield cigarettes.

Only three commercial arguments for advertising communication had been authorized by the Food and Drug Administration (FDA), namely “95 % less nicotine”, “helps you reduce your nicotine consumption” And “greatly reduces your nicotine intake”. The formula “helps you smoke less” was to be used only in the co-presence of one of the previous mentions cited, but was the most present without any of these other mentions appearing. This point is one of the most salient noted by the authors of this study, in that it raises the question of compliance with the rules set by the FDA in terms of commercial arguments.

An exemption to the ban on menthol flavors

The other point regularly raised by health professionals concerns the exemption granted to VLN to market menthol cigarettes, while a measure banning the sale of menthol cigarettes was adopted in 2022. The authors of the study suggest conducting specific research on menthol cigarettes with reduced nicotine content, knowing that the presence of menthol reinforces the addictiveness of nicotine and tends to suggest that the products would be less harmful.

Ultimately, this assessment of the first months of marketing indicates that 22nd Century seems so far, with its VLN brand, to be adopting most of the commercial techniques deployed by other tobacco manufacturers. Vigilance is therefore also required around this future market.

Keywords: VLN, reduced-strength cigarette, 22nd Century, Circle K.

©Generation Without Tobacco

MF

[1] WHO Study Group on Tobacco Product Regulation (tobreg), Advisory note: Global Nicotine Reduction Strategy, 2015, 36 p.

[2] Henriksen L, Johnson TO, Mahoney M, et al. Rapid-response surveillance of the first US test market for VLN cigarettes. Tob Control Epub ahead of print: March 16, 2023. doi:10.1136/ tc-2022-057888