E-Cig Companies Launch Ad Blitz Before FDA Move
Companies roll out TV spots to make their case
By John Johnson, Newser Staff
Posted Dec 26, 2013 7:46 PM CST
John Hartigan, proprietor of Vapeology LA, a store selling electronic cigarettes and related items, takes a puff of an electronic cigarette at his store in Los Angeles.   (AP Photo/Reed Saxon)

(Newser) – Get ready to hear a lot more about "vaping." The Wall Street Journal reports that the makers of electronic cigarettes have embarked on a major TV ad blitz to push their products. Why now? Because the FDA is considering restrictions on how e-cigs are marketed and sold, and those proposals could be out in January. "Rather than retreat, e-cigarette makers are unleashing a flurry of new TV ads to reach as many consumers as quickly as possible and cement their brands nationally," writes Mike Esterl.

For example, Lorillard has two new TV spots out for its blu product, and it plans to increase marketing in 2014 from the current $30 million. Rival NJOY unveiled a new TV ad today and will more than triple next year's marketing budget to about $30 million. Smaller companies such as Fin, Mistic, and 21st Century Smoke are expected to follow suit, on smaller scales. And then there's the tobacco giants behind Marlboro and Camel hoping to dent the market with e-cigs of their own (MarkTen and Vuse, respectively). The push comes as the debate intensifies over e-cigs. Backers say they're a healthful alternative to regular cigarettes and a tool to help people quit the habit, while critics worry about unknown risks and the glamorization of smoking. New York City recently banned them from bars and restaurants.

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Showing 3 of 32 comments
Dec 29, 2013 12:46 PM CST
My daughter's fiance was addicted to cigarettes, and finally stopped smoking tobacco cigarettes by replacing them with e-cigarettes. Now he is addicted to them as well. As their popularity increases, so does their price. You can even buy them with nicotine- manufactured by tobacco companies. Does anyone else see where this is going? Like drug dealers, e-cigarette manufacturers have to do all they can to "hook" their customers. I'm glad to see the FDA is watching them.
Dec 27, 2013 8:27 AM CST
There are numerous other options to get a nic fix, so why the hysteria over ECigs? I understand nicotine is a drug but the FDA gives their blessing to the other stuff that's just as addictive for a nicotine maintenance program. I guess if it looks like a cigarette, emits an odorless smoke-like vapor and has a reddish glow on the end, well then, gosh darn it, it must be a real cigarette!
fred lapides
Dec 27, 2013 7:22 AM CST
smoking bad bad bad...do not make it illegal. only allow it unde3r set conditions. and get tax money...and do the same with booze...bad bad bad...but get tax money. next: pot