E-cigarettes should be marketed as a tobacco deterrent, not the skinny jeans of the inhalation industry

Lorillard's "Blu" e-cigarettes are being sold as the latest vogue nicotine product, when really they should be presented as an attractive way of cutting down.

Jenny’s love life is in tatters. “You know, I love being single”, confesses the talk-show host, but her smoker-induced “ashtray breath” keeps all the men at bay. After all, it’s hard balancing the roles of busy smoker and eligible woman seeking love. But luckily for Jenny, she’s found “a smarter alternative”, blu e-cigs, cigarettes that make her “feel better” about herself.

It’s an advert strangely reminiscent of Lucky Strike’s “Smoke a LUCKY to feel your LEVEL best!” campaign – except 60 years have elapsed in the process. And why not? It may have been half a century since “Big Tobacco” graced our small screens, but the driving force behind blu is the same that rolls out top US cigarette brands such as Kent, True, Maverick and Old Gold.

Playboy model-cum-ABC host, Jenny McCarthy, has been snapped up as the face of blu, an attempt to actively market e-cigarettes as more than just nicotine replacement therapy. But a move towards glamorising vapourisers doesn’t just give Jenny a new job; it implicitly advertises the parent product of the device - tobacco cigarettes. Advertising needs to focus on e-cigarettes as a nicotine surrogate, not as an en vogue product in its own right. Without this, our saviours from tobacco will soon be the tobacco giants themselves, and after decades of lying dormant, Marlboro Man will don his cowboy hat under the new guise of vaping. Only this time, he’ll be waiting in the wings.

Re-watching the blu webisode triggers certain questions about why tobacco companies want to promote the alternative in the first place. Surely to stop smokers, well, smoking is the last thing a tobacco company wants to do? On the surface, Jenny’s outburst of “that’s why I love e-cigs!” refers to the cigarette deterrent as just that, a deterrent. But then it doesn’t. Jenny’s confession that the e-cig is satisfying without any of the nasty side effects of smoking – no more “stink eye” – glorifies blu as a stand-alone product.

This is where Big Tobacco companies tend to differ with their non-flammable counterparts. In January, a British company without tobacco ties – E-Lites – debuted their first TV commercial, affectionately dubbed “Gangnam Style Baby”. There is an important distinction to be made here.

E-lites is targeting an older clientele of seasoned smokers; middle-aged star Mark Benton is not selling an e-cig lifestyle, but a more convenient device for smoking. The same cannot be said of blu, framed as the perfect companion to a glass of white wine and that “special someone”.

Any Big Tobacco company knows the need to hook smokers early on, the firms recruiting more than 2/3 of smokers under 18. Apparently it’s a target not confined to burnables. Lorillard – blu’s tobacco company – is recruiting young people into the vapesphere by using both Jenny, the flirty, youthful face of the brand and by selling a compendium of flavours. E-Lites restricts its consumer base to three flavours – extra strength, light strength and menthol – the choice of e-juice reflecting that of conventional cigarettes. E-cigs like blu, however, boast 14 flavours including the fruity stylings of coconut, cherry and peach. Even if Lorillard insists its target audience is over 18, the sweet flavours certainly make blu a far more attractive option to youngsters than E-Lites.

In a September study conducted by the Centres for Disease Control and Prevention, figures show the number of US middle and high school students using e-cigs has doubled between 2011 and 2012 to 1.7 million. The trend offers no sign of slowing down. Although these vapourisers don’t contain tobacco, what they do achieve is to foster an item linked to the tobacco smoking culture. The electronic devices mimic the behaviour of burnable cigarettes, tutoring young people how to successfully inhale without choking – one of the major turnoffs for the virgin smoker. Like Lucky Strike’s 1949 advert, replica smoking is made to look sexy. It’s not a stretch of the imagination to apply this appeal to the original product.

Campaigns for the latest nicotine fix don’t come cheap. Lorillard spent $135 million for the blu brand back in April 2012, the firm owning the top share of the US e-cig market with 37.2 per cent. In the UK, £60 million has already been spent on smoking deterrent products such as e-cigarettes, nicotine patches and nicotine gum since 2009. Within the next year, the arrival of firms with deeper pockets like British American Tobacco, Philip Morris International and Imperial Tobacco into the British e-cigarette market could well produce a new Jenny for our primetime TV.

Vaping isn’t the problem. I’m all for smokers finding respite from tobacco-tinged lungs. Advertising isn’t the problem, either. Rather it’s the kind of advertising that needs addressing. The Jennies of the world are the problem. The way in which e-cigarettes can be dressed up in flavours and doted on by the young and beautiful – that’s the problem. Advertising needs to focus on e-cigarettes as a tobacco deterrent, and not as the skinny jeans of the inhalation industry. Did I mention how much Jenny loves blu?

Big Tobacco’s motives for entering the e-cig market are questionable at best. The worst outcome for companies salivating at this new business prospect is for e-cigarettes to replace flammables as the new way to get the nicotine fix. But at best, they become training wheels for the next generation of tobacco smokers.

For blu, it’s win-win.

Gabrielle Ortiz smokes an electronic cigarette at Vape New York. Image: Getty Images.
Photo: Getty
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In the race to be France's next president, keep an eye on Arnaud Montebourg

Today's Morning Call. 

Good morning. As far as the Brexit talks are concerned, the least important voters are here in Britain. Whether UK plc gets a decent Brexit deal depends a lot more on who occupies the big jobs across Europe, and how stable they feel in doing so.

The far-right Freedom Party in Austria may have been repudiated at the presidential level but they still retain an interest in the legislative elections (due to be held by 2018). Both Lega Nord and Five Star in Italy will hope to emerge as the governing party at the next Italian election.

Some Conservative MPs are hoping for a clean sweep for the Eurosceptic right, the better to bring the whole EU down, while others believe that the more vulnerable the EU is, the better a deal Britain will get. The reality is that a European Union fearing it is in an advanced state of decay will be less inclined, not more, to give Britain a good deal. The stronger the EU is, the better for Brexit Britain, because the less attractive the exit door looks, the less of an incentive to make an example of the UK among the EU27.

That’s one of the many forces at work in next year’s French presidential election, which yesterday saw the entry of Manuel Valls, the French Prime Minister, into the race to be the Socialist Party’s candidate.

Though his star has fallen somewhat among the general public from the days when his opposition to halal supermarkets as mayor of Evry, and his anti-Roma statements as interior minister made him one of the most popular politicians in France, a Valls candidacy, while unlikely to translate to a finish in the top two for the Socialists could peel votes away from Marine Le Pen, potentially allowing Emanuel Macron to sneak into second place.

But it’s an open question whether he will get that far. The name to remember is Arnaud Montebourg, the former minister who quit Francois Hollande’s government over its right turn in 2014. Although as  Anne-Sylvaine Chassany reports, analysts believe the Socialist party rank-and-file has moved right since Valls finished fifth out of sixth in the last primary, Montebourg’s appeal to the party’s left flank gives him a strong chance.

Does that mean it’s time to pop the champagne on the French right? Monteburg may be able to take some votes from the leftist independent, Jean-Luc Mélenchon, and might do some indirect damage to the French Thatcherite Francois Fillon. His supporters will hope that his leftist economics will peel away supporters of Le Pen, too.

One thing is certain, however: while the chances of a final run-off between Le Pen and Fillon are still high,  Hollande’s resignation means that it is no longer certain that the centre and the left will not make it to that final round.

THE SOUND OF SILENCE

The government began its case at the Supreme Court yesterday, telling justices that the creation of the European Communities Act, which incorporates the European treaties into British law automatically, was designed not to create rights but to expedite the implementation of treaties, created through prerogative power. The government is arguing that Parliament, through silence, has accepted that all areas not defined as within its scope as prerogative powers. David Allen Green gives his verdict over at the FT.

MO’MENTUM, MO’PROBLEMS

The continuing acrimony in Momentum has once again burst out into the open after a fractious meeting to set the organisation’s rules and procedures, Jim Waterson reports over at BuzzFeed.  Jon Lansman, the organisation’s founder, still owns the data and has the ability to shut down the entire group, should he chose to do so, something he is being urged to do by allies. I explain the origins of the crisis here.

STOP ME IF YOU’VE HEARD THIS ONE  BEFORE

Italy’s oldest bank, Monte Paschi, may need a state bailout after its recapitalisation plan was thrown into doubt following Matteo Renzi’s resignation. Italy’s nervous bankers will wait to see if  €1bn of funds from a Qatari investment grouping will be forthcoming now that Renzi has left the scene.

BOOM BOOM

Strong growth in the services sector puts Britain on course to be the highest growing economy in the G7. But Mark Carney has warned that the “lost decade” of wage growth and the unease from the losers from globalisation must be tackled to head off the growing tide of “isolation and detachment”.

THE REPLACEMENTS

David Lidington will stand in for Theresa May, who is abroad, this week at Prime Ministers’ Questions. Emily Thornberry will stand in for Jeremy Corbyn.

QUIT PICKING ON ME!

Boris Johnson has asked Theresa May to get her speechwriters and other ministers to stop making jokes at his expense, Sam Coates reports in the Times. The gags are hurting Britain’s diplomatic standing, the Foreign Secretary argues.

AND NOW FOR SOMETHING COMPLETELY DIFFERENT

It’s beginning to feel a bit like Christmas! And to help you on your way, here’s Anna’s top 10 recommendations for Christmassy soundtracks.

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Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.