So how are tobacco firms going to advertise e-cigarettes?

A sexy comeback?

It looks like doubles all round: ad agency execs are no doubt rubbing their hands in glee. Christmas may come early this year for some ad execs. Tobacco advertising is making an unexpected comeback. Not a misprint – ciggy firms are already plugging their wares on US television. It really is like going back in time.

This is all to do with e-cigarettes. And this may just be the start. These little electronic gadgets contain a battery and a replaceable cartridge that turn nicotine and other chemicals into vapour inhaled by the user. 

Lorillard, the third-largest US tobacco company and owner of the Newport brand, snapped up Blu e-cigs last year for over $100m. Since October, it has been running TV ads starring actor Steven Dorff: sales are booming. Cue Lorillard’s rivals getting in on the act. Altria – parent company of Philip Morris and owner of the Marlbro brand – is launching its first e-cig.

RJ Reynolds (Camel and Winston are among its killer brands) is to ramp up its e-cig activity via its Vuse product. Reynolds is readying a TV ad campaign to roll out promoting Vuse as early as August. Meantime, British American Tobacco (BAT) - Benson & Hedges, Dunhill and John Player count among its brands - will promote an e-cig branded Vype.

At each firm, there is one common and hugely predictable theme: multi-million pound or dollar marketing budgets. And this is where things may become interesting. Just how will ad creatives promote the latest incarnation of the supposedly safe cigarette?

Then there is the matter of brand ambassadors? In the past, actors such as Ronald Reagan, Bob Hope and Rock Hudson plugged Chesterfield cigarettes; Phil (Sgt Bilko) Silvers was the face of Camel.

In the UK, I recall class ads from early schooldays for Manikin cigars featuring Bond Girl actress and model Caroline Munro. Sheer enjoyment from Manikin, I think ran the tagline. Sheer lechery more like.

Other memorable tobacco ads included Ronnie Corbett and Gregor Fisher: they were at least given some decent scripts (to the accompaniment of Bach’s Air on the G String) to plug Hamlet cigars.

The wonderful George Cole, in his pre-Minder days, was also on a "nice little earner" plugging Benson & Hedges.

Among contemporary actors and celebs who continue to smoke real cigs, who might agencies turn to? Rhianna? Britney? Eva Mendes? Or how about Simon Cowell, regularly snapped with cig in hand?

Agents for other celeb smokers such as Kerry Katona or Jeremy Clarkson may not be in heavy demand but who knows. Courtney Love has been the front-woman in ads for the Njoy brand of e-cigs.

Other possibles might include Kate Moss or better still: Cheryl Cole. I have a vague notion that she has snapped with cig in hand not so long ago. On a more serious point: can tobacco firms – given the mendacious nature of much of its past advertising – be trusted to advertise e-cigs responsibly?

For that matter, concerns remain about certain aspects of these firms recent marketing activity in emerging markets such as China and Indonesia. All of this marketing and M&A activity is gathering steam ahead of any definitive evidence about e-cigarette safety. Research to date – such as there has been - suggests that the vapour emitted by e-cigs is not harmful. It consists largely of water and there seem to be no issues about passive e-cig smoking.

The UK government is still to determine if e-cigs are to be licensed and regulated as an aid to quit smoking. Medical experts have been stepping up their lobbying of government to classify e-cigs as a form of nicotine-replacement therapy. That would mean that the products would be subject to strict checks.

Not so long ago the tobacco industry lobbied and argued and spun ad nauseam that increased regulation and ad restrictions would spell the death knell for the entire industry. They got that wrong; totally, utterly wrong in fact. Tobacco firms have very low amounts of debt and in recent years have offered their shareholders inflation protection and strong dividends. Given their track record of business forecasts, it might be prudent to take with a pinch of salt all that the tobacco sector says about the business prospects for e-cigs.

We may at least see some decent ads though.

Photograph: Getty Images

Douglas Blakey is the editor of Retail Banker International

David Cameron addresses pupils at an assembly during a visit to Corby Technical School on September 2, 2015. Photograph: Getty Images.
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Can Cameron maintain his refugee stance as he comes under attack from all sides?

Tory MPs, the Sun, Labour and a growing section of the public are calling on the PM to end his refusal to take "more and more". 

The disparity between the traumatic images of drowned Syrian children and David Cameron's compassionless response ("I don't think there is an answer that can be achieved simply by taking more and more refugees") has triggered a political backlash. A petition calling for greater action (the UK has to date accepted just 216 refugees) has passed the 100,000 threshold required for the government to consider a debate after tens of thousands signed this morning. Scottish Conservative leader Ruth Davidson has tweeted: "This is not an immigration issue, it's a humanitarian one, and the human response must be to help. If we don't, what does that make us?" Tory MPs such as Nicola Blackwood, David Burrowes, Jeremy Lefroy and Johnny Mercer have similarly appealed to Cameron to reverse his stance.

Today's Sun declares that the UK has "a proud record of taking in desperate people and we should not flinch from it now if it is beyond doubt that they have fled for their lives." Meanwhile, the Washington Post has published a derisive piece headlined "Britain takes in so few refugees from Syria they would fit on a subway train". Labour has called on Cameron to convene a meeting of Cobra to discuss the crisis and to request an emergency EU summit. Yvette Cooper, who led the way with a speech on Monday outlining how the UK could accept 10,000 refugees, is organising a meeting of councils, charities and faith groups to discuss Britain's response. Public opinion, which can turn remarkably quickly in response to harrowing images, is likely to have grown more sympathetic to the Syrians' plight. Indeed, a survey in March found that those who supported accepting refugees fleeing persecution outnumbered opponents by 47-24 per cent. 

The political question is whether this cumulative pressure will force Cameron to change his stance. He may not agree to match Cooper's demand of 10,000 (though Germany is poised to accept 800,000) but an increasing number at Westminster believe that he cannot remain impassive. Surely Cameron, who will not stand for election again, will not want this stain on his premiership? The UK's obstinacy is further antagonising Angela Merkel on whom his hopes of a successful EU renegotiation rest. If nothing else, Cameron should remember one of the laws of politics: the earlier a climbdown, the less painful it is. 

George Eaton is political editor of the New Statesman.