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- advertising and promotion
- electronic nicotine delivery devices
- surveillance and monitoring
- tobacco industry
It is a fact—new regulations are coming down the pike for e-cigarettes now that they fall under the FDA’s authority, as per the Deeming Rule enacted in August 2016. Ahead of new warning label requirements for e-cigarettes, one e-cigarette brand (Blu) has been poking fun at this tobacco control policy.
Blu’s 2017 ‘Something Better’ print ad campaign prominently featured ad claims in the visual style of tobacco warning labels (‘Important: Contains flavor’; ‘Important: Vaping blu smells good’; ‘Important: No ashtrays needed’) (see figure 1). The fake and sarcastic ‘warnings’ are featured in large text boxes at the top of the ads, which ran in June–November 2017 issues of popular magazines including Esquire, ESPN, Rolling Stone and US Weekly. While e-cigarette ads are prohibited from making any overt claims that they are less harmful than tobacco cigarettes, some of the ‘warnings’ advertise other types of ‘harm-reduction’ benefits (eg, ‘Important: Less harmful to your wallet’).
Contributors OAW led the writing of the Ad Watch and MJL contributed to writing and editing.
Funding This work was supported in part by a grant from the National Cancer Institute and the FDA Center for Tobacco Products (K01CA189301, OAW Principal Investigator).
Disclaimer The content is solely the responsibility of the authors and does not necessarily represent the official views of the funding sources.
Competing interests None declared.
Provenance and peer review Not commissioned; externally peer reviewed.