




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 18, No. 1 (2024), pp. 223-239 

 

223 

 

NOTHING NEW IN MARKETING COMMUNICATION OF E-

CIGARETTES – THE NEW WAVE OF FAKE NEWS 

 

I. SILA 

 

Iztok Sila 

VŠPV Ljubljana, Slovenia, E-mail: iztok@sila-modic.si  

 

Abstract: The tobacco industry is using the same methods of persuasion as they were 

doing since the start of advertising cigarettes and other tobacco products in 1914. Producers 

of tobacco products have been accused of spreading misinformation and fake news since the 

1980. Main objective of our paper is to describe the evolution of “fake” marketing 

communication, especially of e-cigarettes - lately the deceptive strategies of e-tobacco 

companies in their advertising campaigns, where they minimize the dangers of smoking and 

portray it as a beneficial or attractive practice are coming under the control of the relevant 

institutions. Since the e-tobacco companies are using all the modern means and platforms of 

communication, especially young generations are quite successfully targeted. Results of desk 

research will be presented as well as some of the activities performed by state owned, and 

private institutions aimed to prevent harmful and shameless spreading of this conflicting 

information. 

Keywords: fake news, e-cigarettes, desk research. 

 

INTRODUCTION 

This paper is partly based on a previous piece from 2018 where effect of fake news in 

marketing (communication) was illustrated using two examples: content of iron in spinach and 

danger of smoking (Sila, 2018). Since e-cigarettes of different styles and shapes evolved in 

these years, we decided to broaden our research into this area. 

The goal of this paper is to describe the marketing (communication) tools, approaches, 

and perfidious ways of persuasion that made people believe smoking (e-cigarettes) is a good 

and even healthy decision. Or, since e-cigarettes tend to be more advanced, they “allow 

individuals to enjoy nicotine or flavored vapes at their own discretion.  

While there is still some stigma attached to vaping, it is becoming more widely accepted, and 

the devices are certainly safer than when they first appeared on the market decades ago« 

(IndeJuice, 2024). 

It is estimated that 1.1 billion people on the planet are smoking (Healthdata, 2021). 90% 

of new smokers start smoking in the age between 15 and 24. 

The ten countries with the largest number of tobacco smokers in 2019, together 

comprising nearly two-thirds of the global tobacco smoking population, are China, 

India, Indonesia, the USA, Russia, Bangladesh, Japan, Turkey, Vietnam, and the 

Philippines – one in three current tobacco smokers (341 million) live in China. 

(Healthdata, 2021). 

mailto:iztok@sila-modic.si


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Additionally, Tobacco kills more than 50% of regular smokers, 6 million a year (plus 

more than 884.000 secondhand smokers) and has a two trillion-dollar economic cost to society 

each year (Martin, 2018; Smith, 2018; Tobacco 2018). E-cigarettes are electronic devices 

which belong to an enlarging number of electronic nicotine delivery systems (ENDS) that 

mimic tobacco smoking without combustion of tobacco (Bhatt, Ramphul and Bush, 2020). 

The first patent introducing electronic cigarette was granted as early as in 1930 to 

Joseph Robinson. Nevertheless, »It was never commercialized, and it is not entirely clear that 

even a prototype of this primitive device was manufactured« (History of Vaping 2022). There 

were a lot of unsuccessful attempts of developing and producing e-cigarettes until 2003 when 

a Chinese pharmacist Hon Lik produces »the first modern e-cigarette«. His father died from 

lung cancer and he »sought to create a device that would more deliver nicotine in a less harmful 

manner than cigarettes« (IndeJuice, 2024). In April 2006 electronic cigarettes were first 

introduced in Europe and in August 2006 to the United States. (History of Vaping, 2022)  

»In March 2009, the e-cigarette business hit a roadblock with the FDA. The government 

agency released Import Alert 66-41, effectively banning all imports of E-cigarettes, citing they 

were not FDA-approved drug delivery devices«. Soon, Canada and Hong Kong banned e-

cigarettes. The FDA continued to claim all kinds of e-cigarettes were drug delivery systems 

and required advanced approval from the FDA (IndeJuice, 2024). The share of e-cigarettes in 

February 2024 in a selection of countries was (Bashir, 2024): 

 Indonesia: 32%  

 India: 28%  

 Brazil: Approximately 25%  

 Russia: Around 23%  

 United States: Approximately 20%  

 

Fake news  

Fake news is “false, often sensational, information disseminated under the guise of 

news reporting” (Collins, 2017). Fake news was selected the word of the year by Collins 

Dictionary.  

Usually, fake news relates to media, public relations, or similar activities. In our article 

we want to explain how fake news is diligently and quite successfully used by manufacturers 

of e-tobacco products (hereafter e-cigarettes). Big and important advertisers have been 

communicating several facts that later proved to be false – they were often excused as 

alternative facts. Tobacco industry used all of tools you can imagine avoiding telling the truth 

(Sila, 2018) – this contains all of characteristics that can be attributed to fake news - their 

successors are no less ingenious in this respect.  

The Internet as a platform and ubiquitous, especially mobile broadband with 

smartphones as equipment have opened a new dimension in the topic of fake news. Due to the 

number of messages, the superficiality, and the speed of the user (and the slightly smaller 

screen on the mobile device), if you are not careful enough - who is the source of your 

information -, you can be easily misled. Even the largest and most respected media were once 

owned, controlled or economically dependent on the tobacco industry (Sila, 2018) which is 

still happening in one way or another today.  



Iztok SILA 

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Research objectives 

In our paper, three objectives were meant to be achieved: firstly, whether the 

communication practices employed by e-tobacco companies exhibit attributes akin to those of 

fake news; then, whether these strategies bear semblance to historically recognized modes of 

deceptive communication; and finally, do modern institutions that are supposed to take care of 

the protection (health) of consumers take appropriate actions and regulate this domain? 

METHOD 

The present research continues our work from 2018, but since it is a subject that is of 

particular interest to us due to its controversy, it is constantly monitored. The desk research 

was carried out from January, especially in March and April 2024.  

A huge number of different online and offline sources were reviewed, both those 

favoring the production and consumption of e-cigarettes and those against - especially the 

websites of public and private "concerned" initiatives and scientific institutions (such as 

Stanford University). The practice of some European self-regulatory advertising institutions, 

the European Commission and the Slovenian Advertising Chamber was also reviewed. 

RESULTS  

As Stevens et.al. (2020) found out in their research, e-cigarette advertising was 

minimally regulated and therefore meant an important factor for increasing e-cigarette use 

among younger customers. Smoking conventional cigarettes is still declining among youth and 

young adults, in contrast to e-cigarette smoking, which is increasing. 

Advertising Themes 

There are a lot of different ways how to advertise e-smoking. Researchers at Stanford 

University - SRITA (Stanford Research Into the Impact of Tobacco Advertising) organized e-

cigarette advertising themes into 28 collections, of which we will focus on some, in our 

opinion, the most interesting in our paper: 

 

Table 1 

Examples of selected adverting themes 

Theme Brand Main Message 

Freedom Blu 

Victory 

Take back your freedom 

No Limitations No Tar No Odor 

Healthier, Health giving Blu 

 

Shenzhen Tobeco 

Technology 

More Doctors Vape than use traditional 

cigarettes! 

NO second-hand smoke, NO unpleasant smell, 

NO fire, NO ash 

Helps You Quit Quitters 

 

 

LMAE 

Let Smokeless Delite be Your Last Cigarette 

(Lifetime Warranty, 30-day Money-Back 

Guarantee) 

Why Quit? Just Switch! Try Now! 

Smart, Pure & Fresh Veppo 

 

Novus 

Weak People Smoke, Strong People Smoke 

Less, Intelligent People Vape 

Inspired By Science. The harmonic balance of 

science and nature provides inspiration for the 



NOTHING NEW IN MARKETING COMMUNICATION OF E-CIGARETTES – THE NEW 

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226 

 

development of an Integrative solution such as 

Novus 

(Sweet) Flavors Vapor Wise 

 

 

Vest Shore Vapes 

Milk Chocolate: Inhale Flavor, Curb Cravings, 

Lose Weight 

Try Our New Red White&Blue e-juice. It’s The 

Bomb! 

Woman Targeting Wink 

Vape Goddes 

Eversmoke 

Let’em, know you ‘re Single? 

0 mg Guilty Pleasure (Cookies & Milk) 

Save a Life. Save a Lung. Save a Boob 

Sex Sells Weston 

 

Blu 

I've got some bad habits but smoking isn't one of 

them. 

Slim. Charged. Ready to Go 

Eco-Friendly Logic Smoke 

 

 

Green Smoke 

It’s Simple.  

(Send us 10 disposable LOGIC e-cigs, and we’ll 

send you 1 new disposable e-cig for free) 

Tastes Real… Feels Real… It’s NOT a 

Cigarette. It’s electric 

e-cig Designs NJOY 

 

Antonio Villard 

The most amazing thing about this cigarette?  

It isn’t one. 

All of the good, none of the bad 

Tobacco Owned Brands E-Lites  

 

Vuse 

The Satisfying smoking alternative (UK’s best 

electronic cigarette) 

Welcome to tomorrow. A perfect puff. First 

time, every time 

Source: SRITA (n.d.) 

 

Regulation of (e-)cigarette marketing 

Slovenia 

In Slovenia, the legal regulation of e-cigarettes is governed by the Act on Restrictions on the 

Use of Tobacco and Related Products (ZOUTPI), which entered into force in 2017. This act 

sets the following restrictions on e-cigarettes (NIJZ, n.d.-a; Uradni list, 2017): 

- Prohibition on the sale of e-cigarettes to minors (under 18). 

- Prohibition of remote sales of e-cigarettes (via the Internet or telephone). 

- Prohibition of advertising, promotion, and sponsorship of e-cigarettes. 

- Ban on the use of e-cigarettes in closed public places and workplaces, except in 

specially designated smoking areas. 

- Mandatory warnings about health risks on the packaging of e-cigarettes and liquids with 

nicotine. 

- Limiting the maximum nicotine content in e-cigarette liquids to 20 mg/ml. 

- Limiting the maximum volume of containers for e-cigarette liquids to 10 ml. 

- Limiting the maximum volume of containers for filling e-cigarettes to 2 ml. 

 

Europe 

The marketing communication of e-cigarettes in EU countries is regulated by Article 20 of the 

Tobacco Products Directive (2014/40/EU), which lays down rules for electronic cigarettes sold 



Iztok SILA 

227 

 

as consumer products in the EU. According to this article, e-cigarettes must comply with safety 

and quality requirements (i. e. a maximum nicotine concentration and volume, child-resistant 

and tamper-evident packaging, and a mechanism for refilling without spillage). You can’t enter 

the new market with e-cigarettes without notification of regulatory institution in the country. 

You must provide information on the ingredients, nicotine content, and harmful effects of the 

products. Moreover, e-cigarettes must carry health warnings advising consumers that they 

contain nicotine and should not be used by non-smokers, and a leaflet with instructions for use 

and additional information. Any promotional elements on e-cigarette packaging are prohibited, 

and any cross-border advertising and promotion of e-cigarettes in the EU as well. The article 

also requires manufacturers, importers, EU countries, and the Commission to monitor and 

report on the developments related to e-cigarettes, such as market trends, preferences of various 

consumer groups, and health effects. The Commission has adopted implementing acts and 

reports to facilitate the implementation of Article 20 of the Directive. (Public Health, n.d.-a) 

Questionable communication practices 

Manufacturers and sellers of e-cigarettes use many tricks in their marketing and sales activities, 

below we will list only some of them (K., 2023; R., 2020; Bandur, Pust, Jaklič, 2019; 

tobaccofreekids, n.d.) 

Misleading consumers about the safety and health effects of e-cigarettes 

E-cigarettes are said to be safer and less harmful than regular cigarettes, although there is 

insufficient evidence to support this. In addition, some ignore warnings about potential risks 

such as nicotine addiction, lung and heart damage, and exposure to aerosols and toxic 

chemicals. 

While the American media is still following young people who have recently been 

affected by an unknown lung disease, which, according to doctors, is most likely related to 

smoking electronic cigarettes or vaping, it is also noted in Slovenia that the use of such 

cigarettes is quite widespread in primary and secondary schools. In a survey conducted by NIJZ 

(Nacionalni inštitut za javno zdravje - Nacionalni inštitut za javno zdravje (National institute 

of public health) in 2018, school workers reported its use in 43 percent of participating schools 

from Slovenia. 

The mysterious lung disease, as it was called in the American media, including the 

Washington Post and the New York Times, reportedly affected about a hundred people. 

Although it is not yet known what caused it, it can be linked to electronic cigarettes or to the 

ingredients that people inhale while vaping. Nor is there sufficient evidence that an infectious 

disease is to blame for their condition. Since patients do not respond to antibiotics, doctors 

suspect that the cause of their discomfort is a toxic ingredient. 

Targeting young and vulnerable groups using attractive and trendy elements. 

Nicotine is a highly addictive substance and can greatly affect the development of the 

adolescent brain. In particular, it can damage the parts of the brain responsible for attention, 

memory and learning. If someone consumes nicotine at a young age, the likelihood of future 

addiction to other drugs increases. Thus, some advertisers use colorful and tasty aromas, 

fashion designs, celebrities, music, and humor in their messages to attract young people (and 

other vulnerable groups). They are less critical, less experienced, and more susceptible to the 

influence of advertising.  



NOTHING NEW IN MARKETING COMMUNICATION OF E-CIGARETTES – THE NEW 

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Exploiting legal loopholes and lack of regulation 

Entrepreneurs are always looking for opportunities to avoid excessive restrictions. 

Manufacturers of (e)cigarettes are real masters at this, they cleverly take advantage of the fact 

that in most countries e-cigarettes are not subject to the same legal restrictions as regular 

cigarettes. For example, some advertise e-cigarettes on television, radio, the Internet, and other 

media where advertising of regular cigarettes is prohibited. Social networks and certain events 

are also an excellent opportunity to spread recognition and your own truth. Also, some do not 

respect age restrictions or the ban on smoking in public places. 

Advertising of e-cigarettes as a smoking cessation aid 

It is often easy to understand from advertisements that e-cigarettes are an effective way 

to quit smoking regular cigarettes, although there is no scientific evidence for this. But we do 

know that e-cigarettes can increase nicotine addiction and make the process of quitting smoking 

more difficult. In addition, e-cigarettes may encourage substantial use—along with regular 

cigarettes—increasing the effects of exposure to tobacco smoke and other harmful substances. 

Corruption of academic research 

JUUL bought and entire May/June 2021 edition of the American Journal of Health 

Behavior (for 51.000 USD). That means they can control the proof that JUUL’s products are 

safe. 11 studies were written by 26 co-authors, of which 18 were employed by or had strong 

connections with JUUL. 

Most of the articles were influenced by JUUL, which claims that e-cigarettes help 

dissuade smokers from combustible tobacco products and thus help public health. Virtually 

nowhere in these articles can we find information that Juul and similar vaping companies make 

money by getting new smokers addicted to nicotine. But what can the quality of research even 

be if all the results come from the same corporate source (Juul e-cigarettes, n.d.) 

 

DISCUSSIONS 

In the continuation, we describe selected examples of advertising topics, examples of 

limitations and restrictions of marketing communication and other examples of marketing 

activities in more detail. 

In the previous chapter, the reader could already find many characteristics that can be 

attributed to fake news, and below, these descriptions additionally confirm our claims. 

Comment on advertising topics 

Freedom 

Freedom marketing is very powerful, since free style can also mean freedom to smoke 

anywhere – without worrying too much about smoking restrictions.  

E-cig brands market freedom-based messages both through traditional advertising in 

magazines and billboards and through direct consumer interactions through social 

media channels. Blu Cigs frequently posts on its Facebook page with images associated 

with a free lifestyle and with posts asking followers to comment on their own “freedom 

stories.” (Daddis, 2011, in SRITA, n.d.).  

Freedom and rebellion-based communication messages are aimed primarily at a younger 

population that is less critical of advertising messages (SRITA, n.d.). 

 



Iztok SILA 

229 

 

Picture 1 

Blu: Take back your freedom 

 
Source: SRITA (n.d.) 

Health 

In the 1950s, tobacco company advertisements often featured doctors selling cigarettes 

or cigars. Doctors have always been idealized. Consumers who saw these ads felt that they had 

to follow the doctor's instructions - after all, doctors represent the authority in the field of 

health. 

It is unlikely that such an advertising strategy would be tried in the 21st century. This 

is exactly what is happening in the electronic cigarette industry - not only is it newer, it is also 

less understood and the consequences of e-smoking are less studied. E-cigarette brands such as 

Vapestick, Vape Doctor and Love are resorting to the old and familiar tactic of using the image 

of a "trustworthy" doctor to sell their products. In a more obvious push for the product by the 

online retailer, we see two surgeons in an operating theater laughing (!) at a patient who we 

understand is being treated for a tobacco-related illness. The headline of the ad reads: "Still 

smoking tobacco cigarettes?" The rest of the text reads: "Haven't you heard of e-cigarettes?" 

Electronic cigarette companies distance themselves from the risk of lung cancer in their 

advertisements by stating that their product does not contain carcinogenic substances (Green 

Smoke, Clearette, Headlines, e-cigLife) or "No cancer substances" (eHealth-Cigarette). The 

Steamz brand even states that their cartomizers are "non-cancer" and "90% safer than 

traditional cigarettes" (SRITA n.d.).  

To date, not enough research has been done on the health effects of e-cigarettes, so this 

is a very immoral advertising tactic designed to emphasize people's fear of this, often fatal, 

disease. (U.S. National Library of Medicine, n.d.) 

Picture 2 

Blu: Doctors&Nurses 

 
Source: SRITA (n.d.) 



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230 

 

Helps You Quit 

In advertisements for e-cigarettes, their manufacturers convince consumers that e-

cigarettes are a "safer" alternative to traditional cigarettes. 

Manufacturers thus market e-cigarettes as a "healthier" and more "environmentally 

friendly" recreational product to which consumers would be "wise" to switch. The 

advertisement for Blu states that the e-cigarette is "a smart choice for smokers who want a 

change." The ad headline reads: "Why stop, switch to Blu." Another ad for an e-cigarette 

vendor shows an image of a well-built woman who kicks a man smoking a regular cigarette 

(SRITA n.d.). 

Picture 3 

LMAE: Why Quit? Just Switch! Try Now! 

 
Source: SRITA (n.d.) 

 

Smart, Pure & Fresh 

Many e-cigarette company brands use numerous forms of the word "smart" in their ads 

(eg, intellicig, smart e-cigarette, Kanger e-smart). One of the reasons for choosing such names 

is the effort of tobacco companies to alleviate the concerns of worried smokers. The purpose 

of such brand names is to communicate to potential users that they are smarter about choosing 

a digital product over a regular cigarette and that they can trust such a brand. 

Likewise, e-cigarette producers often use positive images and slogans that divert attention away 

from the negative effects of smoking – the implicit message being that you would be smarter 

to use an e-cigarette than conventional cigarettes. Visual images, which contain symbols of 

health, pleasure, and social desirability, similarly want to convince consumers that these are 

healthy products (SRITA, n.d.). 

In 2010, the use of light, mild, or fresh descriptors to prevent smoking cessation became 

legally prohibited. Even though scientific studies have not shown any health benefits in 

switching to low-tar cigarettes (e.g., light, low-tar, mild cigarettes), many smokers still think 

that these products are better for their health. However, most smokers are not aware that they 

just found another way to achieve the same "target" level of nicotine. Other studies show that 

using low-tar cigarettes actually delays quitting efforts (Shopland et.al., 2001)! 

Examples of companies using soothing descriptors and brand names include E-Lites, Go-Lites, 

Vapourlites, EZlite, and mild e-vaporizer. Even when designing the packaging, they use white, 

green, light blue or silver color shades that remind us of lighter and healthier products 

(Wakefield et.al., 2002). 



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Picture 4 

Veppo: Weak People Smoke, Strong People Smoke Less, Intelligent People Vape 

 
Source: SRITA (n.d.) 

(Sweet) Flavors 

 

The e-cigarette industry intensely claims that it only targets adults and established 

smokers. The abundance of vape juices with alcoholic or sweetened flavors and sweet names 

serve to make these products attractive to children and teenagers who like to experiment with 

tobacco products and are overwhelmed by misconceptions about the "safe nature" of e-

cigarettes. 

E-cigarettes and e-juices come in a variety of chocolate flavors, including milk chocolate, 

coffee chocolate, chocolate mint, chocolate caramel, chocolate peanut butter, chocolate banana, 

and chocolate strawberry. You can also find ice cream, candies, cookies, donuts, cakes and 

pies, mint, beverages and other flavors, colors, and shapes. 

When advertising chocolate-flavored e-cigarettes, images of decadent pieces of 

chocolate are common. Some examples of packaging are designed to closely resemble popular 

chocolate brands (SRITA, n.d.). 

 

Picture 5 

Vapor Wise: Inhale Flavor, Curb Cravings, Lose Weight 

 
Source: SRITA (n.d.) 



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Women Targeting 

E-cigarette manufacturers often target women through dedicated brands such as Vapor 

Couture and Luli. Some companies are using ads that feature highly successful and independent 

women in occupations that have long been considered exclusively male. 

It is normal to see pink e-cigarettes next to a bouquet of red roses or lipstick. These 

images are intended to allow women to associate e-cigarettes with a harmless fashion accessory 

that is as crucial and fundamental as a make-up mirror or lipstick. 

A common trick they use is to use social/health reasons for their own benefit. In 1992, 

the pink ribbon became the official symbol of breast cancer awareness. Since then, the color 

pink has often been linked with support for women who survived breast cancer, and women's 

solidarity. In this way, the manufacturers of e-cigarettes try to gain the willingness of the public 

and indicate to potential consumers that the product is not unsafe (SRITA, n.d.). 

 

Picture 6 

Eversmoke: Save a Life. Save a Lung. Save a Boob 

 
Source: SRITA (n.d.) 

 

Sex Sells 

E-cigarette manufacturers know this well and don’t hesitate to use phallic symbols or 

objectify women to sell their products. 

For example, Blu also sponsored Playboy parties that allowed visitors to meet Playmates. 

Playboy itself tackled this when it created its own Playboy e-cigarettes. Certain ads for Playboy 

e-cigarettes with the registered bunny symbol advertised free condoms if you bought a 

vaporizer. Phantom Smoke shamelessly emphasized the objectification of women in its 

advertising. Many ads show scantily clad women in submissive positions to men. Ad for Krave 

e-cigarettes shows a woman wearing a bodysuit sitting on the side of a sofa with her legs 

slightly apart, looking towards the viewer. 

In addition to online and print ads that abuse sexuality to sell a product, online videos are 

full of sexual innuendo. For instance, ad for the VIP e-cigarette featured a sultry-looking 

woman saying, " I want you to get it out. I want to see it. Feel it. Hold it. Put it in my mouth. I 

want to see how great it tastes." The online and TV ad, which aired in Britain, attracted 937 

complaints about its "overtly sexual" tone (SRITA, n.d.). 

 

 



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Picture 7 

Westons: I've got some bad habits but smoking isn't one of them. 

 
Source: SRITA (n.d.) 

Eco Friendly 

"Going green" is a very popular behavior these days, so it is understandable that the 

marketing mechanism of the e-cigarette industry also loudly proclaims that its products are 

environmentally friendly and better for health and the environment than conventional cigarette 

products. A lot of e-cigarette companies mention that their products do not produce smoke, 

only vapor, and are therefore less littering than conventional tobacco products. Green Smoke 

says it "aspires to create a greener planet" by offering cigarettes that are free of second-hand 

smoke, ash and fire hazards. SouthBeach Smoke similarly equates the healthier aspect of e-

cigarettes i.e. without carcinogenic substances and without smoke, as a more environmentally 

friendly product. 

Companies often use subliminal brand names such as Green Smoke, Eco-Cigs, Ever 

Smoke, EverGreen Vapor, Enviro and Green Nicotine. Many ads also use claims such as 

"additive-free," "organic," and "eco-friendly," meaning that the ingredients are "clean" and not 

harmful to humans or the environment. Manufacturers are also keen to point out that their 

products are mostly reusable. That's why we don't throw them away and don’t accumulate in 

landfills and pollute the environment. Nonetheless, the eco-friendly nature of e-cigarettes 

should be closely inspected.  

E-cigarettes contain numerous plastic and metal components that must be disposed of 

properly. Furthermore, nickel-cadmium or lithium batteries used in e-cigarettes should be 

properly disposed of in an e-waste recycling container. If e-cigarettes are not disposed of 

properly, they pose an even greater polluting burden than traditional cigarettes (SRITA, n.d.). 

 

Picture 8 

Logic Smoke: It’s Simple 

 
Source: SRITA (n.d.) 



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eCig Designs 

There are two different styles of e-cigarettes. E-cigarettes that are shaped like 

technologically superior pens and smartphones, and e-cigarettes that seem and work like 

traditional cigarettes. For numerous heavy smokers, the whole smoking experience is 

important. For example, how they feel the cigarette in their hand, the taste and smell of the 

product, the way it burns their throat - all this contributes to their enjoyment of smoking. Some 

studies have shown that satisfaction with smoking decreases if smokers do not experience these 

feelings (SRITA, n.d.). 

 

Picture 9 

V2Cigs: It’s New. It’s Cool. It’s Blue! 

 
Source: SRITA (n.d.) 

 

Tobacco Owned Brands 

Tobacco producers entered the e-cigarette industry. Among them are Imperial Tobacco, 

British American Tobacco, Japan Tobacco International and Philip Morris International. 

 

Table 2 

Selection of producers and brands 

Company Brand - classic Brand – e-cig 

CNTC – The China National 

Tobacco Corporation  

Hongmei, Yunyan, Lesser 

Panda, Furong, Red Goldem 

Dragon, Chunghwa 

Kuanzhai Kungfu, MC, MOK 

BAT - British American Tobacco, 

incl. R. J. Reynolds and Lorillard 

Dunhill, Kent, Lucky Strike, 

Pall Mall, Rothmans, Camel 

Vuse, Glo, Velo 

Imperial Tobacco JPS (John Player Special), 

Davidoff, Gauloises, West, 

Winston, Kool 

Blu, Pulze, Zone X 

JTI – Japan Tobacco International Winston, Camel, LD, 

Benson&Hedges 

With, Logic, Ploom,  

PMI – Philip Morris International Marlboro, Parliament, L&M, 

Muratti, Chesterfield 

Iqos, Bonds by Iqos, Lil Hybrid, 

Veev One, Zyn 

Source: companies’ web pages (for CNTC, Tobaccotactics, 2023) 

 

 



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Lorillard was the third largest cigarette producer in the US and a market leader in e-

cigarettes (49% market share in 2011). They entered the British market for e-cigarettes in 2013 

by acquiring Skycig, a British e-cigarette company. Skycig was rebranded to Blu (with a 20 

million GBP marketing campaign). In 2014, Lorillard was acquired by RJ Reynolds – that had 

to sell Blu (to Imperial Tobacco). In 2017, the company was sold to British American Tobacco 

(Lorillard, n.d.) 

 

Curbing the Cloud: Prohibited E-cigarette Marketing Campaigns in Europe 

In some countries they have already started strong activities to minimize the effect of 

e-cigarettes themselves and fake news about them. E-cigarettes have appeared as a 

controversial product in the European market. While supporters push them as a harm-reduction 

tool for smokers, public health concerns regarding their long-term effects and potential appeal 

to non-smokers, particularly youth, have fueled regulatory debates. We try to present some 

examples of specific e-cigarette marketing campaigns in Europe that were prohibited due to 

contravening regulations. 

The European Union (EU) enacts a framework for tobacco advertising and promotion 

through Directive 2014/40/EU. This directive prohibits most forms of advertising for tobacco 

products, including e-cigarettes. The definition of advertising is broad, encompassing "any 

form of commercial communication, regardless of the medium used, that directly or indirectly 

promotes a tobacco product", and it also restricts product placement and free samples 

(European Commission, 2014). Additionally, member states have the authority to implement 

stricter regulations. However, the evolving digital landscape and the fact that e-cigarettes are 

still a relatively new phenomenon have presented challenges in implementation. Nevertheless, 

several e-cigarette marketing campaigns across Europe have been prohibited for disregarding 

these regulations. One prominent example of a prohibited campaign is the use of social media 

influencers by tobacco companies. They partnered with influencers to promote their products 

in a seemingly organic way, often without clear disclosure of sponsorship. In 2019, concerns 

arose around British American Tobacco's (BAT) marketing of their Vype e-cigarette brand in 

the UK. The campaign allegedly involved social media influencers posting photos showcasing 

themselves vaping Vype products, usually without evident disclaimers that this activity was 

sponsored (Furlong, 2019). This tactic exploits a potential loophole in regulations, as influencer 

marketing can be seen as a form of indirect promotion rather than explicit advertising. 

Another marketing strategy that has been restricted is the use of flavors. E-cigarette 

marketing often portrays vaping as a trendy, glamorous, or rebellious activity. Fruity, 

bubblegum and candy-like flavors are heavily promoted, especially in disposable vapes, which 

can be particularly attractive to young people (Stead et.al., 2021), who might be tempted by 

the taste rather than the presence of nicotine (European Commission, 2014). Finland, for 

instance, has stricter regulations than the EU as a whole. Their legislation bans not only the 

marketing of e-cigarettes but also flavored nicotine liquids (Ollila, 2020).  

Misrepresentation of Health Benefits is also one of prohibited tactics, especially 

unsubstantiated claims about e-cigarettes being a safer alternative or even smoking cessation 

tool. Public health authorities argue such claims downplay the potential health risks associated 

with e-cigarette use (Furlong, 2019; IEVA 2023). 



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Measures authorities implement to improve the situation 

Strengthening regulations: The European Union is constantly evaluating and updating 

actions to address emerging market tactics. This also means the gradual banning of certain 

flavors of e-liquids and the tightening of controls on online advertising (Conway, 2024). 

Enforcement of existing regulations: Authorities are intensifying prosecution efforts to 

detect and punish companies that violate the advertising ban. Social media platforms must 

cooperate in removing unauthorized or suspicious content (Conway, 2024). 

Public health campaigns: Public health agencies are launching campaigns to combat 

messages that promote vaping. These campaigns usually highlight the (potential) health risks 

of vaping and highlight the lack of effectiveness of vaping as a smoking cessation tool (East 

et.al., 2024). 

 

CONCLUSSIONS 

We have only touched the tip of the iceberg of the issue of e-tobacco products and the 

false communication related to them. Several parts of the world, especially where the data is 

more difficult to access, were not taken into account.  

In our research, we found many controversial practices similar to those used by tobacco 

companies in the past to promote cigarettes. E-cigarettes are also presented as safe, modern, 

fun, and attractive, especially for young people. 

Tobacco companies still deny or try to relativize the harmful effects of e-cigarettes on 

health and the environment, despite the fact that so far, no serious research has been done. 

What's more, e-cigarettes are often mentioned as a (safer) alternative to smoking traditional 

cigarettes, or even as an aid for quitting smoking! In any case, in addition to nicotine, the 

aerosol contains humectants (propylene glycol and/or glycerol), various aromas, carcinogenic 

substances (formaldehyde, tobacco-specific nitrosamines, benzene), heavy metals (nickel, 

chromium, lead, aluminum, cadmium, manganese, tin, copper), other chemical substances 

(acrolein, glycosal...), small particles... (NIJZ, n.d.). There is still not enough research to prove 

how harmless smoking e-cigarettes might be (Sila, 2018).  

In addition, tobacco companies exert strong pressure on politicians and public opinion 

to prevent or weaken the regulation of tobacco products. 

The ban on e-cigarette advertising campaigns in Europe highlights the ongoing debate 

about the public health implications of these products. As the regulatory environment continues 

to evolve, the focus on protecting public health, particularly the health of young people, is 

likely to remain dominant. 

The situation in some parts of the world, especially in Asia, is much less regulated, 

which the governments of these countries will have to deal with in particular. 

It is difficult to assess the effects of bans and restrictions, as both manufacturers and 

retailers are constantly looking for shortcuts to consumers, who are often not even aware of the 

promotion of e-cigarettes. The use of modern advertising approaches, neuromarketing 

techniques and the insufficiently controlled use of social networks affect the success of e-

tobacco companies. 

Further research is needed to assess the long-term health effects of e-cigarette use in all 

forms and the effectiveness of current marketing restrictions. 



Iztok SILA 

237 

 

Fake news, fake facts, myths – different words for the same phenomena have flourished 

uncontrollably with the development of the Internet and the tools of artificial intelligence and 

social media. The effect of fake news is as strong as it is widely distributed. In the shortest 

possible time, an interesting new piece of information, a fact, a piece of evidence, which we 

may forget the next moment, will land in the readers' minds. The problem and the beauty of 

the Internet is that even forgotten information can quickly appear again. 

It is our responsibility as recipients of information to be careful when consuming media. 

If we want to avoid the effect of fake news (in marketing), we need to follow a few simple 

rules that apply even more today than in the past: follow quality and objective media, be a 

responsible and well-informed audience, and use common sense (Sila, 2017). 

 

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