If you think about it, there is really nothing natural about an electronic cigarette (e-cig). The device contains plastic and metal and the nicotine used in the cartridges and vape juices is highly processed. Yet, many e-cigs companies market their devices as “natural” and “additive free.” The term “natural” is used in a positive manner and although the term is not related to “organic” there are studies to show that people imagine that natural products are regulated in a manner similar to organic products.
Advertisements for some e-cig brands such as Dekang and Vapor From Nature much like their tobacco predecessors promote the “naturalness” of the product.
An image for Vapor From Nature simply states “100% All Natural” in white font over a black backdrop. Then in smaller font it includes, “No artificial colors, no artificial flavors, no artificial sweeteners, and no propylene glycol.” In a vivid advertisement by Dekang e-cigs, the image is of a white waterfall with a giant leaf extending out from it and a bottle of e-liquid off to the side. Colorful fruit, a vanilla flower, and a hummingbird surround the e-liquid while a vine wraps around it. On the bottom half of the image is the phrase “nature’s gift,” and written below that in much smaller font it says, “Absolutely natural components vapor flavor”. This ad is very suggestive of the purity of the product.
There is concern that e-cig packages and advertisements with descriptors such as “additive-free” and “natural” are more appealing to teenagers and are also perceived by youth as being healthier than “regular” e-cigs.