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Dr. Robert Jackler (an ear, nose, and throat surgeon from Stanford University) is well-versed in these advertising themes.[4]<\/a>\u00a0 Dr. Jackler, who researches advertisements for both traditional cigarettes and e-cigarettes, has collected thousands advertisements.[5]<\/a>\u00a0 Based on his review, Dr. Jackler concluded that e-cigarette advertising parallels traditional cigarette advertising.[6]<\/a>\u00a0 Like Big Tobacco promoting the health benefits of cigarettes, Juul and other e-cigarette manufacturers have promoted vaping as a healthier alternative to smoking.[7]<\/a>\u00a0 In the past, Big Tobacco once advertised low-tar cigarettes and light cigarettes as a healthy alternative.\u00a0 In fact, Lucky Strike once advertised “20,679 Physicians say ‘Luckies are less irritating’ . . . Your throat protection against irritation against cough.”[8]<\/a> \u00a0Similarly, e-cigarette manufacturers have claimed that e-cigarette’s are either healthier than traditional cigarettes or, more simply, are healthy.[9]<\/a>\u00a0 By comparison, e-cigarette manufacturers have claimed that e-cigarette’s are either healthier than traditional cigarettes or, more simply, are healthy.[10]<\/a>\u00a0 Although Juul denies this, the company’s advertisements used language like “switch” and “alternative” which imply a health a benefit.[11]<\/a>\u00a0 However, like traditional cigarettes, there have been reported health problems associated with e-cigarettes.[12]<\/a>\u00a0 In 2019, the Center for Disease Control reported 380 cases of respiratory illness and six deaths related to e-cigarettes.[13]<\/a><\/p>\n <\/p>\n The targeting of youth populations is another parallel between traditional cigarette advertising and e-cigarette advertising.\u00a0 Big Tobacco used flavored cigarettes (such as cotton-candy or chocolate) to entice children into smoking.[14]<\/a>\u00a0 Because Big Tobacco’s strategy was so effective, the FDA banned “kid-friendly” flavors of cigarettes.[15]<\/a>\u00a0 Like traditional cigarettes, there are flavored e-cigarettes.[16]<\/a>\u00a0 The similarities don’t end there though.\u00a0 Dr. Jackler also noted that Juul and other e-cigarette manufacturers have used “bright colors, sleek design and fashionable millennial models” to target children.[17]<\/a>\u00a0 Even traditional cigarette manufactures cannot ignore the parallels.[18]<\/a>\u00a0 Phillip-Morris, the manufacturer of Marlboro cigarettes, actually sued Juul because their advertising was too similar.[19]<\/a><\/p>\n <\/p>\n Right now, there are several pending lawsuits filed against Juul and other e-cigarette manufacturers.[20]<\/a>\u00a0 These lawsuits allege that Juul and other e-cigarette manufacturers are doing exactly what Big Tobacco did\u2014they have been deceptively advertising to children.\u00a0 Today’s “millennial Marlboro man” is using the same, old tactics that Big Tobacco used.\u00a0 E-cigarette advertisements highlight the product as a healthier alternative.\u00a0 They also highlight “kid-friendly” flavors.\u00a0 The issue is that e-cigarettes, like traditional cigarettes, are not healthy.\u00a0 E-cigarette advertisements should be subjected to the same scrutiny and regulations that traditional cigarette advertisements face.<\/p>\n <\/p>\n [1]<\/a> See<\/em> Nitasha Tiku, Juul’s Answer to Its PR Crisis?\u00a0 The Millennial Marlboro Man<\/em>, Wired (Jan. 8, 2019, 8:07 PM), https:\/\/www.wired.com\/story\/juuls-answer-pr-crisis-millennial-marlboro-man\/.<\/p>\n [2]<\/a> See<\/em> Stuart Elliott, Joe Camel, a Giant in Tobacco Marketing, Is Dead at 23<\/em>, The New York Times (Jul. 11, 1997), https:\/\/www.nytimes.com\/1997\/07\/11\/business\/joe-camel-a-giant-in-tobacco-marketing-is-dead-at-23.html.<\/p>\n [3]<\/a> Kate Keller, Ads for E-Cigarettes Today Harken Back to the Banned Tricks of Big Tobacco<\/em>, Smithsonian Magaine(Apr. 11, 2018), https:\/\/www.smithsonianmag.com\/history\/electronic-cigarettes-millennial-appeal-ushers-next-generation-nicotine-addicts-180968747\/.<\/p>\n [4]<\/a> See<\/em> id<\/em>.<\/p>\n [5]<\/a> See<\/em> id<\/em>.<\/p>\n [6]<\/a> See<\/em> Vaping and Cigarette Ads<\/em>, NPR: Weekend Edition Sunday (Sept. 15, 2019, 7:45 AM), https:\/\/www.npr.org\/2019\/09\/15\/760936463\/vaping-and-cigarette-ads.<\/p>\n [7]<\/a> See<\/em> id<\/em>.<\/p>\n [8]<\/a> See<\/em> Keller, supra<\/em> note 3.<\/p>\n [9]<\/a> See<\/em> NPR, supra<\/em> note 6.<\/p>\n [10]<\/a> See<\/em> NPR, supra<\/em> note 6.<\/p>\n [11]<\/a> See<\/em> id<\/em>.<\/p>\n [12]<\/a> See<\/em> id<\/em>.<\/p>\n [13]<\/a> See<\/em> id<\/em>.<\/p>\n [14]<\/a> See<\/em> id<\/em>.<\/p>\n [15]<\/a> See<\/em> NPR, supra<\/em> note 6..<\/p>\n [16]<\/a> See<\/em> id<\/em>.<\/p>\n [17]<\/a> See<\/em> Keller, supra<\/em> note 3.<\/p>\n [18]<\/a> See<\/em> id<\/em>.<\/p>\n
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