Canadian regulations allowed huge international-owned vape manufacturers to market directly to Canadians in 2018. Huge advertising campaigns on social media by companies like BAT began in earnest. Products like VYPE will put our kids at risk. Many will become addicted to nicotine, made more glamorous and fun-loving by products that have flavours and slick packaging.
Saturday, January 26, 2019
The vape company Juul said it doesn’t target teens. Its early ads tell a different story.
Juul, the Silicon Valley startup that’s taken over three-quarters of the US e-cigarette market, has repeatedly declared it is in the business of helping adult smokers quit tobacco. But a new analysis of its early advertising campaign tells a very different story. In a white paper, a team of researchers with Stanford Research Into the Impact of Tobacco Advertising have shared their study of the company’s marketing campaign between Juul’s launch in 2015 and fall 2018. They looked at thousands of Instagram posts, emails, and ads, and came to this searing conclusion: Juul’s marketing “was patently youth-oriented.” Juul also appeared to borrow directly from the tobacco industry playbook. That’s an important finding, given that the youth vaping trend, which coincided with Juul’s explosion on the market, is viewed as a new public health crisis. A major national survey recently found that the number of high schoolers who used e-cigarettes in the past 30 days has increased by about 75 percent since 2017. This crisis has captured the attention of federal regulators, including the Food and Drug
Administration. In April, the FDA demanded that Juul submit documents about its marketing, research, and sales to youth, to better understand the product’s virality with teens. In November, the agency announced it was working to restrict the sale of flavored vape devices online and in stores.
Then in December, Altria, the parent of Philip Morris USA — one of the world’s largest tobacco companies — purchased a third of Juul.
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