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How to understand the
controversy around vaping
• Cultural battle between distinct interest groups vying
to influence the public understanding of what vaping
means.
Tobacco Control (charities, academics, government)
Public Health (charities, academics, government)
Medical Profession
Wellness Industry
Pharmaceutical Industry
For profit and not for profit cessation services (e.g.
quitlines)
Cigarette companies & tobacco industry
Vaping industry
Vapers
Methods/Framework• Comparative/historical
• Goal: To understand the way in which vaping has disrupted the ecology of
tobacco as an industry, consumer market & problem area (i.e. tobacco
control, cessation, etc).
• Structural & cultural analysis. analysis of documents, discourse & writing on
vaping (2007-present). Political focus: USA.
• Methods: Multi-method, multi-platform study.
• Focus of this talk: Response of incumbent interest groups, industries
and stakeholders in the tobacco space to vaping.
• Appeals to “Lessons from the history of the tobacco industry” and
their political utility.
Why is it important to look at the cultural
aspect of the vaping controversy?
Shared understandings of vaping and the groups
advocating for and against it drive critical policy
decisions
These decisions have implications for individual well-
being, public health, social welfare
REPORTER: And, Cheryl, I know that's one of your concerns here. The other concern
is they--they're not marketing this as a step-down type approach to nicotine as all
these other products are.
Ms. HEALTON: That's right. And they're marketing in ways that are very attractive
to teenagers and young children. They have flavors like bubble
gum, chocolate, apple, berry, etc. So it can
become a gateway smoking activity for youth, and it
can also become a product that people who have quit for years end up going back to.
2009
“It looks like a cigarette and it’s
used like a cigarette, it’s
marketed as a cigarette enough has
the potential to normalize and
queue smoking behavior. Advertising
may promote modeling the use of e-
cigarettes and regular cigarettes by
use."
"Now electronic cigarettes are available
on the market in a variety of flavors
such as bubblegum, chocolate and mint."
"e-cigarettes might encourage children,
teens and young adults to take their
first step toward smoking cigarettes.
Young people may be attracted to these
products due to their novelty, safety
claims and the availability of the
products in a variety of fruit, candy,
cola and chocolate flavors."
2009
“And not only are tobacco products
highly addictive but their use is
fueled by an industry that’s
heavily in new product
development. These products are
promoted through innovative media
that makes smoking appear to be
attractive, sexy and maturing to
use. These images have no other
purpose than to hook new generations of smokers.”
“E- cigarettes closely resemble
a real cigarette. Users then
exhale a vapor that mimics smoke.
Therefore beyond potential harms to
the user the use of these products
could counter the impact
from smoke free laws as
well as other policies
that have decreased the
social acceptability of
smoking behaviors.”
2009
2009
“As the nations prevention agency we need to protect our
youth and the many generations to come from the
seduction and influence of any form of tobacco usesimulated or real.”
Between 2009-2017
• Massive declines in youth smoking.
• Regular use of e-cigarettes by never smoking youth is
extremely rare
• Yet policies that will arguably eliminate the
independent market (flavour bans, high taxes, etc)
are being enacted on the basis that we must protect
youth.
Big Tobacco’s Playbook: Refers to the PR machine that the
tobacco companies deployed in various ways to shape
public perception of risks of smoking and cast doubt on
scientific consensus.
Lessons from the past can be
instructive for the future.
• The deployment of “lessons from the history of the
tobacco industry” by enclaves in the tobacco control
movement is political.
• It represents an attempt to assert jurisdiction over the
market by making the market into a threat to children.
• It represents an attempt to discredit legitimate citizen
objection to laws that affect them.
• But it would seem that the real lesson being put to
use is practical.
• Groups are using “the playbook” themselves to
discredit competitors (cultural or commercial) and
gain footing in the market and over the products.
The deployment of “lessons from the history of the tobacco industry” by enclaves in the tobacco control movement is an attemp
Emotional appeals to the tobacco industry’s past have been particularly useful in captivating the attention of the media.
These appeals have been effective when it comes to generating support from politicians and the public for prohibitive regulat
These appeals work to justify subjecting people who use nicotine, especially vapers, to sometimes severe forms of social c