Young Adults Now Targets of E-Cigarette Marketing

A congressional investigation has concluded that manufacturers of electronic cigarettes, or e-cigarettes, are marketing their products to young adults and teens.

A young woman inhales from an e-cigarette, now wildly popular among young adults.

In recent years, electronic cigarettes have been known as the "next big thing" for tobacco products. They have become so popular, in fact, that the Food and Drug Administration is suggesting young people are using e-cigarettes more than any other tobacco product. Congress has taken notice, and recently launched an investigation into the marketing strategies of e-cigarette producers.

The investigation was led by Democrats in Congress, namely Sen. Richard Durbin of Illinois and Rep. Henry Waxman of California. Their motive was to require the FDA to regulate the marketing of e-cigarettes. According to the report, e-cigarettes were being marketed at events typically for young people, such as parties and music festivals. Promotions and free samples were common at such events, therefore giving youths a free pass to nicotine addiction. 

Some college students, such as freshman Melissa Connelly, find possible marketing regulations irrelevant in comparison to other dangers present at events targeted at young people. "How dangerous can e-cigs be?" Connelly stated, "Kids get free drugs at concerts, so it's not like they're solving a bigger problem by regulating e-cigs. It's something so incomparable to kids being given MDMA at concerts on hot days with no water."

E-cigarettes are exempt from any regulations pertaining to traditional cigarettes. Advertisements for cigarettes were banned in 1971, but commercials for e-cigarettes can air freely. They are described as being a healthier alternative for smoking, with no tar or smoke. According to the advertisements, e-cigarettes seem too good to be true. According to The Scientific American, there is no way to determine if these revolutionary devices are safe.

Regulations to a certain extent would serve the industry well, says Dylan Abernathy, general manager of Vape N Stead, a store dedicated to electronic cigarettes in Carrollton, Ga. "I think light touch regulation wouldn't be a bad thing. Regulating ingredients and possibly nicotine levels would keep most of the product domestic. But I think the way the biased media is blowing it up isn't going to help anyone. Big tobacco is losing lots of money and customers, so they're trying to fight a free market the best they can."

Could the marketing and use of e-cigarettes be a renaissance of the tobacco industry? Abernathy believes so. "It's like smoking was back in the day. It's a booming fad. It's unjustly taboo with the media, it's semi-edgy, and everyone digs it, but a good bit of the customer base comes from converted smokers."

Converting smokers to e-cigarette users has been the original reason behind the boom of e-cigarette sales. Statistics, however, still suggest e-cigarette manufacturers are trying to market to a younger generation. Money spent on marketing by these manufacturers have doubled in the past year, according the aforementioned congressional report. This spending can be linked to the problems which stemmed the investigation, including advertising and use of free samples.

The debate rages on in Congress, within the FDA, and among young people. Possible regulation would burden the tobacco industry even further, but hopefully would spare young individuals from nicotine addiction.

Buzzfeed delivers a thorough overview of e-cigarettes in this short film.