E-Cigarette Brands Spend More on Advertising and Keep Careful Watch on Health Claims
Check out blu Cigs feature in AdvertisingAge! “E-Cigarette Brands Spend More on Advertising and Keep Careful Watch on Health Claims”
Excerpt from Advertising Age article written by Alexandra Bruell: Traditional smokers taking up electronic cigarettes (e-cigarette) might be trying to quit the real thing, but e-cigarette marketers can’t talk about that. In fact, they can’t discuss any potential health benefits in marketing, as the Food and Drug Administration doesn’t regulate e-cigarettes as “drug-delivery devices.”
Because e-cigarettes are classified as tobacco products, marketers are constrained when it comes to messaging about a product that contains nicotine but not other harmful substances found in cigarettes.
But at the same time, because electronic cigarettes are not regulated, marketers in this relatively new and growing space are benefiting from looser FDA restrictions and are boosting budgets — even though finding marketing agencies and search platforms willing to rethink no-tobacco-client policies isn’t so simple.
One such brand is Spire, launched in October by Procter & Gamble marketing veteran Jeffrey Hill. It is looking to take advantage of any of the category’s health benefits without saying as much in consumer-facing marketing.
Mr. Hill is making his case to oncologists. He told Ad Age he is also in talks with city officials across the country to ink public-private partnerships that could make the products available for sale in public locations….
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