The Truth Behind Pro-Vape Advertising: Big Tobacco's Hidden Agenda


Is the pro-vaping movement as innocent as it appears? With public health advocates accusing big tobacco companies of masking their marketing campaigns to legalize vapes in Australia, it's time to unravel the truth. In this article, we'll investigate the motives behind pro-vape advertising, the companies responsible, and the tactics they employ. As we peel back the layers, we'll discover the ultimate hypocrisy at play.


The Controversial Campaign

A pro-vaping website and Facebook page called Responsible Vaping Australia recently published a post calling for the removal of vapes from children. While this may seem like a noble cause, the same post also links to a campaign aiming to legalize vaping in Australia, flying under the radar of advertising regulations for tobacco and vape products.

British American Tobacco's Role

Behind Responsible Vaping Australia is British American Tobacco (BAT), a company with a history of marketing tactics targeting young people. Public health expert Associate Professor Becky Freeman of the University of Sydney accuses BAT of speaking "out of both sides of their mouth," employing the same strategies they've used for cigarettes while posing as a responsible corporate citizen.

Similar Tactics, Different Product

Freeman points out that BAT's tactics remain unchanged despite the shift from cigarettes to vapes. They've been known to use Formula 1 racing, live bands, DJs, toys, and video games to target the youth market, all while lobbying for a minimum tobacco sales age of 18.

Ties to Fashion, Formula 1, and More

BAT's Vuse vaping product has been associated with Formula 1 through its partnership with McLaren Racing. They've also partnered with the Tomorrowland dance music festival in Belgium and promoted International Women's Day and fashion events. Freeman argues that the company's involvement in these various spheres is simply a rehash of their old tactics, replacing cigarettes with vapes.

Targeting the Youth Market

Philip Morris, another tobacco company, has been found setting up agreements with pubs and clubs across Australia to attract the 18-24-year-old market. BAT seems to be following a similar pattern, associating vaping with lifestyle, socializing, and alcohol.

Social Media's Role

Freeman's research has uncovered how BAT is using social media platforms like Facebook and Instagram to circumvent advertising rules. While paid advertisements for vaping or tobacco products are not allowed, the rules don't extend to social or political advertising, which enables BAT to maintain a presence on these platforms.

Masking Corporate Identity

The Responsible Vaping Australia Facebook page may appear as an independent organization advocating for small retailers at first glance. However, upon closer inspection, it becomes evident that the page is run by BAT Australia. This deceptive approach raises concerns about the transparency of the company's intentions.

The Industry's Response

A spokesperson for Meta, the company that owns Facebook, stated that they have removed several ads on the Responsible Vaping Australia Facebook site for breaching their social issues advertising policy. However, similar content has since been published in "organic" posts, which are not paid ads and are allowed under Facebook's community standards.

What Experts Have to Say

Freeman argues that the pro-vape campaign is disingenuous because vape products are designed and marketed to attract young people with bright colors and flavors like passionfruit, blueberry, and banana. She calls it the "ultimate hypocrisy" for a company that has addicted children to cigarettes for decades to now claim that they want to keep vapes out of the hands of children.

Previous Marketing to Children

Internal documents from BAT released during litigation reveal that the company has marketed its products to children despite launching a public campaign to raise the legal age for smoking. These documents discuss plans to promote Lucky Strike cigarettes at parties hosting popular bands and DJs while keeping BAT's involvement hidden to avoid tobacco advertising bans.

The Rising Vaping Trend

NSW Health data published last year showed that 11% of people aged 16 to 24 years old reported being current vape users, doubling the number reported the year before. This trend raises concerns about the potential health risks and addiction issues associated with vaping.

The Convenience Store Dilemma

Professor Simon Chapman of the University of Sydney has written to the Australian Association of Convenience Stores, expressing concerns about children getting "highly addictive" vapes from convenience stores. He questions the credibility of tobacconists, who have a history of selling tobacco products to children, to suddenly become responsible retailers.

The Future of Vaping Legislation

The Australian government is unlikely to support proposals from big tobacco companies, as they can see through the deceptive tactics being employed. As vaping rates continue to rise, it's crucial to remain vigilant about the motivations behind pro-vape advertising and campaigns.

Conclusion

As we've uncovered, the pro-vape advertising landscape is riddled with hypocrisy and hidden agendas. Big tobacco companies like BAT are using similar tactics that once targeted cigarette smokers to now promote vaping, while masquerading as responsible corporate citizens. It's essential for the public and regulators to remain cautious and informed as the vaping industry continues to evolve.

FAQs

  1. Who is behind the pro-vape ad campaign?

British American Tobacco is behind the pro-vape ad campaign, operating the Responsible Vaping Australia website and Facebook page.

  1. What tactics are being used to target the youth market?

Tactics include associating vaping with lifestyle, socializing, and alcohol, as well as partnerships with Formula 1, music festivals, and fashion events.

  1. How is social media involved in pro-vape advertising?

Companies like BAT use social media platforms to circumvent advertising rules by posting "organic" content, which doesn't fall under the same restrictions as paid advertisements.

  1. What is the rising trend in vaping among young people?

The percentage of people aged 16 to 24 years old reporting current vape use has doubled in just one year, raising concerns about addiction and health risks.

  1. What can be expected for the future of vaping legislation?

The Australian government is unlikely to support proposals from big tobacco companies and will likely continue to scrutinize the motives behind pro-vape advertising and campaigns.

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