Debate on E-cigs advertising

The E-cigs was introduced to the U.S. market in 2007 and offers the nicotine-addicted an alternative to smoking tobacco. And they have exploded in popularity in the US since they first appeared on the market.

A new TV advertisement for a brand of E-cigs marks the first time in decades on US television. Anti-smoking campaigners fear the rapid growth of tobacco-free cigarettes could undermine years of successful anti-smoking efforts.

E-cigs have been subjected only to minimal scientific study – not enough to demonstrate whether they are safer than tobacco cigarettes or effective as a smoking product like nicotine gum or patches. Unless they make a therapeutic claim, for example that they can help people quit smoking, they fall in the cracks between federal tobacco regulations and rules.

Anti-smoking campaigners including the American Cancer Society fear E-cigs could get young smokers and adolescents hooked on nicotine – and later onto tobacco. Soon after E-cigs arrived on the market the FDA moved to regulate them under its authority over drug delivery devices, but a court rejected the move.

The FDA has since hinted it may regulate them like tobacco products and an extensive rule-making procedure is underway. That would give the agency authority to restrict how they are marketed and labelled.