Unlocking Potential: How Vape Marketing Could Transform Smoking Cessation

The managing director of British American Tobacco (BAT), Asli Ertonguc, suggests that allowing strict advertising for vapes could encourage smokers to switch away from traditional cigarettes. With the decline in cigarette sales, vapes and nicotine pouches now account for a significant part of BAT’s revenue in the UK, rising to nearly 70% in the past five years. However, UK regulations impose stringent advertising restrictions that treat all nicotine products as harmful. The Department of Health and Social Care (DHSC) firmly opposes the idea, emphasizing the need to safeguard youth and prevent a new generation from becoming addicted to nicotine through vaping.

Ertonguc argues that a targeted marketing framework for adults could help create awareness of safer alternatives, contrasting sharply with the proposed Tobacco and Vapes Bill which aims to ban vape advertising altogether. The DHSC, on the other hand, asserts that vaping is only recommended as a quit aid for adult smokers, noting the potential risks associated with vaping and its appeal to children and non-smokers. Recent statistics indicate that about 20% of UK youths aged 11 to 17 have tried vaping, heightening concerns over youth addiction.

Ertonguc acknowledged witnessing children vaping is unsettling and reiterated her stance against youth access to nicotine products. While she supports stricter regulations for product safety and sales, like mandatory retail licensing and age checks, she believes that easing advertising restrictions would significantly bolster efforts to reduce smoking rates compared to the current government bill.

The conversation highlights the tension between promoting the public health agenda and the financial interests of tobacco companies. BAT has faced scrutiny in the past for using social media influencers to market vaping products to youths but has since modified its strategies to ensure compliance.

As the Tobacco and Vapes Bill progresses, Ertonguc remains optimistic about achieving a smoke-free generation by 2030, advocating for measures that balance public health with informed consumer choice. The path forward is fraught with challenges, but Ertonguc is committed to supporting smokers in their journey towards a healthier lifestyle.