The Push by Big Tobacco to Get Rid of the Little Electronic Cigarette

The Push by Big Tobacco to Get Rid of the Little Electronic Cigarette

Electronic cigarettes, or e-cigarettes, are devices that heat a liquid containing nicotine and other substances to create an aerosol that the user inhales. They are often marketed as a safer and healthier alternative to smoking, as they do not produce tar, carbon monoxide, or other harmful chemicals found in tobacco smoke. They also offer a variety of flavors, such as fruit, candy, or dessert, that appeal to different tastes and preferences.

Electronic cigarettes have grown in popularity recently, especially among young people. According to the World Health Organization (WHO), there were an estimated 41 million users of electronic cigarettes worldwide in 2018, up from 7 million in 2011. In contrast, smokers have declined steadily, from 1.14 billion in 2000 to 1.1 billion in 2018. The global market for electronic cigarettes was valued at $19.3 billion in 2018 and is expected to reach $44.6 billion by 2023.

The rise of electronic cigarettes has posed a severe threat to the tobacco industry, which has dominated the nicotine market for decades. The tobacco industry, also known as Big Tobacco, consists of the largest and most influential multinational corporations that produce and sell tobacco products, such as cigarettes, cigars, snuff, and chewing tobacco. Some of the most well-known names in Big Tobacco are Philip Morris International, British American Tobacco, Imperial Brands, Japan Tobacco, and Altria Group.

Big Tobacco has a long history of deception, manipulation, and corruption, as it has tried to conceal the health risks of smoking, influence public opinion and policy, and expand its market share and profits. Big Tobacco has also been accused of targeting vulnerable populations, such as children, women, and low-income groups, with aggressive and misleading marketing campaigns.

In this article, we will explore how Big Tobacco has reacted to the emergence of electronic cigarettes and its strategies to undermine the electronic cigarette industry and influence public opinion. We will also discuss the implications of Big Tobacco's push for the future of vaping and what consumers and advocates can do to support the electronic cigarette industry and promote a sustainable, clean-energy future.

The Threat of Electronic Cigarettes to Big Tobacco

Electronic cigarettes have emerged as a viable alternative to smoking, as they offer several benefits over traditional tobacco products. Some of these benefits are:

• Reduced health risks: Electronic cigarettes do not contain or produce many of the harmful substances that are found in tobacco smoke, such as tar, carbon monoxide, arsenic, lead, and benzene. These substances are known to cause various diseases, such as cancer, cardiovascular disease, respiratory disease, and stroke. According to a report by Public Health England, electronic cigarettes are 95% less harmful than smoking. A study by the National Academies of Sciences, Engineering, and Medicine found that switching from smoking to electronic cigarettes can reduce the risk of premature death and some smoking-related diseases.

• Lower costs: Electronic cigarettes are generally cheaper than tobacco products, as they do not incur the same taxes and fees imposed on them. A pack of cigarettes can cost anywhere from $5 to $15, depending on the state and the brand, while a bottle of e-liquid can cost around $10 to $20 and last several weeks. A study by the Tobacco Control Research Group at the University of Bath estimated that switching from smoking to electronic cigarettes can save an average of $1,200 per year for a pack-a-day smoker.

• More flavors: Electronic cigarettes offer a wide range of flavors, from tobacco and menthol to fruit and dessert, that can cater to different tastes and preferences. Some users also enjoy mixing and customizing their flavors, creating a more personalized and enjoyable experience. Flavors can also help smokers quit or reduce their nicotine intake, as they can satisfy their cravings without the need for tobacco. A survey by the Centre for Substance Use Research found that 81% of electronic cigarette users said that flavors were critical for quitting smoking, and 92% said that flavors were essential for reducing their smoking.

These benefits have attracted many smokers to switch to electronic cigarettes, especially young people. According to the National Youth Tobacco Survey, the percentage of high school students who reported using electronic cigarettes in the past 30 days increased from 1.5% in 2011 to 27.5% in 2019. In contrast, the percentage of high school students who reported smoking cigarettes in the past 30 days decreased from 15.8% in 2011 to 5.8% in 2019.

The growth of the electronic cigarette market has resulted in a decline of the tobacco market, as more smokers are quitting or reducing their tobacco consumption. According to the WHO, global tobacco sales have fallen by 20% since 2000. The tobacco industry has also faced increasing pressure from governments, health organizations, and civil society groups, who have implemented various measures to curb smoking, such as raising taxes, banning advertising, restricting access, and enforcing smoke-free policies.

The threat of electronic cigarettes to Big Tobacco's profits and influence has prompted the industry to eliminate the competition and regain its dominance. In the next section, we will examine some of Big Tobacco's tactics to undermine the electronic cigarette industry and sway public opinion.

The Tactics of Big Tobacco to Eliminate the Competition

Big Tobacco has not been idle in the face of the electronic cigarette threat. The industry has used various strategies to undermine the electronic cigarette industry and influence public opinion, such as:

• Funding anti-smoking groups and research to discredit electronic cigarettes: Big Tobacco has been accused of covertly funding or influencing anti-smoking groups and researchers who have published harmful or misleading information about electronic cigarettes. For example, a report by Reuters revealed that Philip Morris International secretly funded the Foundation for a Smoke-Free World. This non-profit organization claimed to be independent and dedicated to ending smoking but was promoting the company's products and agenda. Another example is a study by the University of California San Francisco, which claimed that electronic cigarettes increase the risk of heart attacks but was later retracted due to serious flaws and errors in the data and analysis.

• Advertising their products as safer and healthier than electronic cigarettes: Big Tobacco has also tried to lure customers away by advertising their products as safer and more nutritious alternatives. These include heated tobacco products, such as IQOS by Philip Morris International, and nicotine pouches, such as Velo by British American Tobacco. These products claim to reduce exposure to harmful substances by heating instead of burning tobacco or by delivering nicotine without smoking. However, these claims are not supported by sufficient or independent evidence, and these products still pose significant health risks and addiction potential.

• Offering discounts and coupons to attract customers to their products: Big Tobacco has also used price incentives, especially for young and low-income people who are more sensitive to price changes. These incentives include discounts, coupons, loyalty programs, and free samples, often distributed through online platforms, social media, or direct mail. These incentives can undermine the effectiveness of tobacco taxes, which are intended to discourage smoking and generate revenue for public health programs.

• Lobbying for stricter regulations and taxes on electronic cigarettes: Big Tobacco has also used its political and economic power to lobby for stricter laws and taxes while exempting or favoring its products. These regulations and taxes can create barriers for the electronic cigarette industry and consumers, such as limiting the availability, accessibility, affordability, and attractiveness of electronic cigarettes. Some examples of these regulations and taxes are:

• Banning or restricting the sale of flavored electronic cigarettes, which are preferred by many users can help smokers quit or reduce their tobacco consumption.

• Banning or restricting the online sale of electronic cigarettes can limit users' access and choice, especially in rural or remote areas.

• High taxes on electronic cigarettes can increase the price and reduce the demand for electronic cigarettes while making tobacco products more competitive and affordable.

• Strict standards and requirements on the quality, safety, and labeling of electronic cigarettes can increase the cost and complexity of production and distribution and create barriers to entry and innovation for smaller companies.

• Acquiring or suing smaller electronic cigarette companies: Big Tobacco has also tried to eliminate or control the competition by acquiring or suing smaller electronic cigarette companies. By developing these companies, Big Tobacco can access their technology, patents, brands, and customers and use them to promote their products or agenda. By suing these companies, Big Tobacco can force them to pay hefty fines, fees, or settlements or to cease their operations or products, which can weaken their financial and market position. Some examples of these acquisitions or lawsuits are:

• Altria Group, the parent company of Philip Morris USA, acquired a 35% stake in Juul Labs, the leading electronic cigarette company in the US, for $12.8 billion in 2018. The deal gave Altria access to Juul's popular and profitable products, distribution network, and customer base. However, the deal also faced scrutiny and criticism from regulators, lawmakers, and advocates, who accused Altria and Juul of collaborating to target and addict young people to nicotine.

• British American Tobacco, the second-largest tobacco company in the world, acquired Reynolds American, the third-largest tobacco company in the US, for $49.4 billion in 2017. The deal gave British American Tobacco complete control of Reynolds American's electronic cigarette brands, such as Vuse and Vibe, and its heated tobacco product, Eclipse. The deal also strengthened British American Tobacco's position and influence in the US market, which is the world's largest and most profitable tobacco market.

• Philip Morris International, the largest tobacco company in the world, sued British American Tobacco in the UK, Germany, and the US over alleged patent infringements related to their heated tobacco products, IQOS and Glo, in 2016. The lawsuits sought to ban the sale of Glo, a direct competitor to IQOS, or to force British American Tobacco to pay royalties or damages to Philip Morris International. The lawsuits were part of a global legal battle between the two tobacco giants over the emerging and lucrative market for heated tobacco products.

These tactics show how Big Tobacco has tried to undermine the electronic cigarette industry and influence public opinion to protect and advance its interests and agenda. However, these tactics also have implications for the future of vaping and what consumers and advocates can do to support the electronic cigarette industry and promote a sustainable, clean-energy future.

The Implications of Big Tobacco's Push for the Future of Vaping

The future of vaping depends on the consumers' awareness and choice, as well as the fair and evidence-based policies on electronic cigarettes. Some of the implications of Big Tobacco's push for the electronic cigarette industry and the consumers are:

• Reduced competition and innovation: Big Tobacco's tactics can reduce the competition and innovation in the electronic cigarette industry, as smaller and independent companies may need help to survive or grow in the face of Big Tobacco's dominance and influence. This can limit the availability, diversity, and quality of electronic cigarette products and services and stifle the development of new and improved technologies and solutions.

• Misinformed and confused public: Big Tobacco's tactics can also misinform and confuse the public about the relative risks and benefits of electronic cigarettes, as they spread false or misleading information, promote their products, and undermine the credibility and authority of independent and reliable sources. This can affect the public's perception and attitude towards electronic cigarettes, discourage or prevent smokers from switching to electronic cigarettes, or encourage non-smokers to start using tobacco products.

• Unfair and ineffective policies: Big Tobacco's tactics can also influence the policies and regulations on electronic cigarettes, as they lobby for stricter and more burdensome measures while exempting or favoring their products. These policies and regulations can create barriers and challenges for the electronic cigarette industry and consumers and undermine the potential of electronic cigarettes to reduce the harm and prevalence of smoking.

These implications show how Big Tobacco's push can jeopardize the future of vaping and what consumers and advocates can do to support the electronic cigarette industry and promote a sustainable, clean-energy future. Also, read our same article about Tobacco Companie Put Warning Labels.