The organic market is presently experiencing a Renaissance in public attitudes. With natural food store chains like Whole Foods sweeping the nation, and Farmer's Markets springing up in many young, hip neighborhoods, "Organic" has become an eco buzz word that attracts the health-conscious young adult.
A majority of Americans now believe organic products are superior to their conventional counterparts. Among those who regularly buy organic goods, 66% do so for the perceived health benefits1. Many of them are willing to spend a little more money for a product which bears a label boasting one or more of these buzz words.
The growing popularity of organic products has led to conventional as well as electronic cigarette (e-cig) manufacturers attempting to exploit the reputation of the “organic” descriptor to sell their products. A number of e-cig brands as well as vape juice brands proudly carry an “organic” seal on their products and advertising.
Ads for organic e-liquids and organic e-cigs contain recurrent themes of
freshness, sustainability, safety, and health. Fruit is one ubiquitous motif found in many of the ads. Every organic brand has at least a few organic fruit flavors, and some ad campaigns center on the subject. Velvet Cloud Vapor displays an array of cute, childish illustrations to show off its flavors. These ads give the deceptive impression that the e-liquid is made from organic fruit and therefore is fresher to consume. Much like the court mandated Natural American Spirits to carry the disclaimer, “organic tobacco does not mean a safer cigarette,” e-cigs brands should also be required to carry a similar disclaimer.