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Use of electronic cigarettes (e-cigarettes) has increased significantly in the past 2 years1 ,2 and sales are estimated to reach $10 billion by 2017.3 All of the major tobacco companies have recently introduced their own e-cigarette and e-cigar brands into the tobacco marketplace or have plans to do so in the near future.4–9 News reports suggest that tobacco and e-cigarette companies have begun to significantly expand e-cigarette product distribution in retail channels in the past year.10 ,11 Many e-cigarette manufacturers, such as V2 Cigs, are expanding their products into the global market, selling them in Europe, India, Africa and the Middle East.12 While tobacco control stakeholders are learning more about how e-cigarettes are used and promoted, there is very little published research to date on the advertising and promotion of e-cigarettes in the retail environment.13
A pilot study was conducted from February to July 2013 to examine tobacco point-of-sale advertising and promotion …
Contributors JC, JM-H, DV, TRK and AA designed the study and data collection system. OG and JC conceived and wrote the paper. JM-H, AA, TRK and DV provided substantial feedback on the paper.
Competing interests None.
Provenance and peer review Not commissioned; externally peer reviewed.