Before the first surgeon general warning about the dangers of smoking cigarettes, which took place in the 1960’s, advertisers for Camel came up with a brilliant campaign— More Doctors Smoke Camels. A story about this early advertising can be seen here.
We have come a long way in terms of educating the public regarding the lethal consequences of cigarette smoking. We have had at least some success with reining in advertisers who target vulnerable populations in marketing campaigns. But new electronic cigarettes, also known as e-cigarettes, seem terrifyingly reminiscent of the days when smoking was blatantly encouraged by physicians and Lucky Strike’s slogan, It’s Toasted, made smoking seem like a harmless, soothing and cozy activity, as opposed to what it is: a game of Russian Roulette.
The makers of the e-cigarette claim that the battery-operated cigarettes, which look like the real thing, and are filled with nicotine cartridges, are safe. Not only is the product easy to buy online, the Smoking Everywhere website touts e-cigarettes as a socially responsible choice for environmentally conscious hipsters who want their nicotine without tar. Another purported benefit is that you can smoke anywhere because there is only vapor emitted when exhaling, as opposed to smoke.
Though I am not opposed to harm reduction--the practice of decreasing the risk of certain behaviors by reducing exposure rather than abstaining completely-- it is not clear that that these half-fake, half-real cigarettes are safer than traditional cancer sticks. Today’s San Francisco Chronicle reported that the California State Attorney General is suing one of the largest e-cigarette retailers for “violating a number of state laws by making misleading statements failing to warn consumers of the products potential harm and engaging in unfair business practices.” The article’s author, Marisa Largos, states that the U.S. Food and Drug Administration (FDA) is not regulating electronic cigarettes. Yet, last year an FDA analysis found that e-cigarettes contain toxins and carcinogens, including an ingredient used in antifreeze. Apparently, there is an on-going court battle to sort out whether the FDA can monitor the product.
It seems shocking that such a potentially unsafe product could sneak its way into the marketplace and be so successful—
I am all for free will and as I have said before, people engage in all kinds of dangerous behaviors, for any number of reasons. However, adults who choose to be unhealthy often have some level of informed consent. And e-cigarettes, which have reportedly been sold to hundreds of thousands at mall kiosks, come in flavors such as bubble gum and strawberry, seemingly meant for younger buyers. (Though the company is not legally permitted to sell to minors, there is reportedly no way to stop young people from buying on-line).
While looking at the website today, I was offered the option of a live chat to discuss the product. In response to my question of whether or not e-cigarettes are safe, I was told “absolutely, no chemicals whatsoever.” In response to a question regarding how electronic cigarettes worked, I was immediately given a phone number to call with the promise of receiving $30.00 worth of nicotine cartridges.
Personal responsibility and self-control are much harder in an age of aggressive advertising. How do any of us know who or what to trust?
