Collection: Second Hand
As concerns of ill health effects caused by second hand smoke from combustible tobacco products become too hard to ignore, e-cigarette (e-cig) companies are acting quickly to bogart the market with claims of their devices being a healthy, smoke-free alternative. The smoke-free nature of the product is a USP that is prominently marketed through catch phrases such as “no passive smoking,” “smoke-free,”no second hand smoke,” and “no smell.”
To reassure consumers of the healthfulness of the product, e-cig companies like the conventional cigarette industry of 1940s and 1950s has resorted to using images of families and children in its ads. For nothing really speaks to the harmless nature of a product or its respectability than using a product in front of children as a part of everyday normal life.
Thus an ad for Ever Smoke has the image of a young woman vaping in front of her two young children. The ad is accompanied by the text “The Better Smoking Choice. Keep Yourself and Family Healthy.” Even more astonishing, an ad for Flavor Vapes has a mother blow vapor directly into the baby’s crib and an ad for Regal e-cigs shows a father toasting his son at a brunch with a drink in one hand and an e-cig in the other.
Scare tactics are also being used by the e-cig industry to lure consumers away from conventional cigarettes to e-cigs. In an ad for Steamz e-cig, a boy looks terrified as the plume of vapor from a cigarette, which is made to resemble a smoking gun, is pointing at him. The main text of the ad reads, “passive smoking kills your dearest one’s first,” the subtext reads, “ protect your dearest ones life. Smoke safely with e-cigarette…”
While the e-cig industry definitely wants consumers to believe that their products are safe and healthy, evidence to support this claim is scant. A small study by Wolfgang Schober of the Bavarian Health and Food Safety Authority and colleagues published in the International Journal of Hygiene and Environmental Health found the vapor emitted from e-cigs affected the air quality of a room as it contained nicotine, particulate matter, PAHs and aluminum, compounds that have been linked to cardiovascular diseases and other ill health effects.