electronic cigarette and e-cigarette liquid marketing electronic cigarette and e-cigarette liquid marketing electronic cigarettes are marketed to smoking and non-smoking men, women, and children as being safer than cigarettes. e-cigarette businesses have considerably accelerated their marketing spending. all of the large tobacco businesses are engaging in the marketing of e-cigarettes. for the majority of the large tobacco businesses these products are quickly becoming a substantial part of the total advertising spending. e-cigarette businesses have a vested interest in maximizing the number of long-term product users. the entrance of traditional transnational tobacco businesses in the marketing of such products is a serious threat to restricting tobacco use. e-cigarette businesses have been using intensive marketing strategies like those used to publicize traditional cigarettes in the 1950s and 1960s. while advertising of tobacco products is banned in most countries, television and radio e-cigarette advertising in several countries may be indirectly encouraging traditional cigarette use. e-cigarette advertisements have had marketing messages containing pseudoscientific health claims. the available evidence demonstrates that e-cigarette aerosol is not just "water vapour" as is frequently asserted in their marketing. widespread advertising and promotion included the assertion that vaping would present little risk to bystanders. despite that, drawbacks and adverse effects have been cited in numerous articles, and the negative effects of its passive vapor have been shown in numerous studies. e-cigarette packages and advertisements require health warnings under us law, stating "warning: this product contains nicotine. nicotine is an addictive chemical." e-cigarettes are marketing, among other things, as a tool to get around smoke-free policies by allowing users to "smoke anywhere." assertions of effectiveness for giving up smoking are not supported by the available scientific evidence, according to a 2014 review. e-cigarettes are marketed to young non-smokers. cost has been used as a marketing tactic on social media. celebrity endorsements are used to encourage e-cigarette use. e-cigarette products have appeared in movies, talk shows, and music videos. sponsoring sporting events such as football, motor racing, golf, powerboat, and superbike racing are used as promotional tools for e-cigarettes. most vape shops mainly use social media channels such as facebook, instagram, yelp, twitter, and youtube and specific events accessible to the general public to market their products. e-cigarette marketing tactics have the possibility to glamorize smoking and enticing children and never smokers, even when such outcomes are unintended. e-cigarette marketing with themes of health and lifestyle may encourage youth who do not smoke to try e-cigarettes, as they may believe that e-cigarettes are less harmful and more socially acceptable. this belief may decrease one's concerns relating to nicotine addiction. e-cigarette advertising approaches have successfully spread to young adults and youth. the money spent in e-cigarette marketing has been accompanied with a rise in vaping in young adults and youth. containers for e-liquids (the liquid used in vape products) can seem tempting to children of all ages for many reasons. for example, some e-liquids may have labeling or advertising that misleads youth into thinking the products are things they would eat or drink –like a juice box, piece of candy, or cookie. there are still many unresolved questions with respect to how the selling and marketing of e-cigarettes ought to be regulated. whether e-cigarettes reduce or increase health risks relies on an intricate and changing interactivity among the businesses marketing e-cigarettes, users, regulators, and scientists, among other things. in the us and many other countries, e-cigarettes are not subject to the same marketing and promotion restrictions that apply to traditional cigarettes. as a result, e-cigarette businesses are permitted to advertise on television and in mass media as well as through newer channels such as the internet. assertions of effectiveness as a quitting smoking tool have been seen in e-cigarette advertisements in the us, uk, and china, despite such assertions had not been supported by regulatory bodies. background samir soneji had no idea what he was getting into when he agreed to talk about the potential risks of vaping at the first us e-cigarette summit in washington, dc this past may. his first clue was the booing. many people in the audience, soneji would discover, had an emotional or financial interest in vaping – and they didn't pay up to $1,100 a ticket to hear anyone question the benefits of e-cigarettes. "i didn't realize just how many people would be from the industry, and whose job and livelihood is to e-cigarettes," he says. "hearing about the harms of vaping came across as threatening to their existence."after the e-cigarette summit, a media outlet called vaping360 described soneji as "the speaker with the most tedious and pedestrian boilerplate anti-vaping agenda," and attacked him and his co-authors as "a who's who of terrible vaping researchers." the attacks on soneji are similar to those lobbed at any individual who speaks out about the possible harms of vaping. the verge understanding the role of electronic cigarettes requires understanding the long history of tobacco use in the us, including the role of nicotine delivery, the multiple examples of "reduced-harm" products and associated health claims, and the impact of using tobacco products on the public's health. since the late nineteenth century, when the "modern" cigarette came into use, scientists and public health officials have linked cigarette smoking to a remarkable number of adverse effects, and it is now recognized as the primary cause of premature death in the us. correspondingly, for a century, manufacturers, scientists, entrepreneurs, and public health leaders have promoted or recommended product changes that might remove some of the harmful elements in cigarette smoke. e-cigarettes are among the latest products. e-cigarettes are designed for users to inhale nicotine, flavors, and other additives through an aerosol (vapor). the claims and marketing strategies employed by the e-cigarette businesses, and the efforts made by others to develop scientific and regulatory tools to deal with these new products, both contribute to the current discourse on e-cigarettes. according to a 2016 us surgeon general report, many lessons for assessing the potential (and future) consequences of these products can be learned from examining the relevant experiences of the past century, especially the introduction of novel products (including e-cigarettes as well as other tobacco and nicotine products) and the claims of reduced exposure to toxicants made by the industry and elsewhere. manufacturers can make the nicotine solution flavorless, but many businesses add flavors, including mint chocolate truffle, whiskey, bubble gum, gummy bears, and cotton candy. a us congressional report from spring 2014 accused e-cigarette manufacturers of using these flavors to appeal to youth, a marketing strategy that is prohibited for tobacco cigarettes because it is so effective at attracting young users. in contrast to tobacco products, e-cigarette sales were not age-restricted in 2014, and in 2012 an estimated 1.78 million students in grades 6–12 had tried the devices. a 2015 review stated, "as tobacco consumption is being curbed, there is a growing demand for cessation. pharmacological treatment of nicotine addiction remains an active area of research. there are many nicotine preparations (nicotine gums, patches, e-cigarettes and inhalational agents) that are freely available in most parts of the world. these products are being heavily promoted and marketed as magical remedies." philip morris international exterior view of iqos store in japan. iqos is a heated tobacco product of philip morris international. as a component of a public relations scheme, one of the tobacco industry's approaches is to finance scientific research. for example, philip morris international created and financed the foundation for a smoke-free world. the organization states that it will assist with the idea of "ending smoking in this generation by eliminating the use of cigarettes and other forms of combustible tobacco." in 2017, philip morris international stated that it will donate $960 million over a 12-year period to the organization. $80 million each year is approximately 0.1% of philip morris international's income and below 1% of its earnings. however, philip morris international allocates billions on various types of promotion and lobbying for the tobacco industry. the organization cannot be considered independent from philip morris international, as of september 2018. "absent true independence achieved through structurally separating the funding, priorities and management of the foundation from the existing prearrangement that clearly benefits yach and pmi, the fsfw may function operationally to advance and amplify tobacco industry messaging and potentially exacerbate conflicts within public health," according to the journal tobacco control in 2018. philip morris international states that the foundation for a smoke-free world intent is to advance the end of smoking, but tobacco control advocates are skeptical, stating that the company continues to market traditional cigarettes that they know are not safe. by promoting the continuation of nicotine addiction with the use of vapes and heated tobacco products, by the tobacco industry still making money from the selling of these products, the foundation for a smoke-free world is merely "a platform for its sponsor's latest products". in 2020, advocacy groups that are indirectly funded by philip morris international through the foundation for a smoke-free world are putting out information that contradicts public health officials that are stating that the effect from the use of e-cigarettes is unknown as well as their potential for causing harm. the global state of tobacco harm reduction (gsthr) dismissed the relationship between e-cigarette use and making individuals more susceptible to infection from covid-19. "such spin can take a dangerous toll, not just on public health but now on the global economy as well," stated michél legendre, a campaign manager at the not-for-profit corporate accountability international. philip morris international anticipates a future without traditional cigarettes, but campaigners and industry analysts call into question the probability of traditional cigarettes being dissolved, by either e-cigarettes or other products like iqos. outside of an iqos store in canada, marketing included a display sign on the pavement with the message, 'building a smoke-free future'. philip morris international has opened iqos stores in japan and other places around the world. the emissions of philip morris international's iqos product produce both aerosol and smoke. in 2012, phillip morris international researchers stated that this product produces smoke. phillip morris international made the decision in 2016 that the iqos product does not produce smoke. in 2017, a commentary published in jama internal medicine was written by a swiss scientist. that angered phillip morris international because it stated that the iqos product generated smoke. external video death in the west (full-length documentary) death in the west is a 1976 anti-smoking documentary film. reporter peter taylor got helmut wakeham, then vice president of philip morris usa's science and technology, to acknowledge that there are carcinogens found in regular cigarettes. wakeham stated: "there are all kinds of things that are unhealthy...what are we to do, stop living?" wakeham also stated, "the average doctor is a layman with respect to intimate knowledge of smoking and health." when taylor pushed him again about the carcinogens, he responded, "anything can be considered harmful. apple sauce is harmful if you get too much of it." taylor interviewed american cowboy bob julian next to a campfire. julian stated: "i started smoking when i was a kid following these broncobusters." he added, "i thought that to be a man you had to have a cigarette in your mouth. it took me years to discover that all i got out of it was lung cancer. i'm going to die a young man." julian died just a few months after being interviewed. graphic from the 2019 us surgeon general's report entitled how an e-cigarette works overview vintage cigarette commercials1960 winston cigarette commercial.1956 kent cigarette commercial. in general, product marketing is designed to inform people about the products being offered (and thus develop brand "awareness") and to persuade people to buy particular brands (i.e., develop brand "preference"). branding is particularly important for products considered to be "commodities," such as traditional cigarettes and e-cigarettes, where the offerings are similar and branding differentiates the products. marketing is particularly critical for e-cigarettes, as new products must be introduced to potential users. like marketers of traditional cigarettes, marketers of e-cigarettes use a number of channels and tactics to advertise and promote their products. these channels have included extensive marketing on the internet and advertising in mainstream media, including popular magazines, retailer point-of-sale advertisements, product placement on popular media, and even television commercials – an advertising option unavailable to traditional cigarette manufacturers because of regulatory