Question

In 1965, more than 40 percent of American adults were smokers. That percentage has now fallen to less than 18 percent. Tobacco companies have dealt with this threat by developing alternative nicotine products such as electronic cigarettes (e-cigarettes). Research this product and the regulatory environment regarding this product, then write a report advising tobacco companies on the opportunities and threats posed by this technology.

Answer 1

Before going to the actual answer, let me explain what an e-cigarette is:

An e-cigarette is an electronic battery-powered device, which is designed for smoking and get a feel like actual cigarettes. These are filled with cartridges with a liquid containing nicotine, different flavorings and some chemicals. A heating device in the e-cigarettes converts the liquid into a vapor, which the smoker actually inhales. Using e-cigarette is also known as vaping. Since e-cigarette do not burn tobacco, people who use e-cigarette do not inhale the equivalent amount of tar and carbon monoxide as they would do with the normal cigarette. However they get some amount of nicotine and some chemicals from e-cigarette. The main objective of the e-cigarette is to help the smokers to quit smoking. However, there has not been proper evidence which proved that e-cigarette actually helps in quitting the habit of smoking. Within very less period of time, e-cigarette products became so popular among smokers. It has been found that it’s causing health problems for the people who use them. So, innumerable scientists and many regulators are doing extensive research on these products.

Regulatory environment regarding this product

Now coming to the regulation of e-cigarettes, there are several strict guidelines given by American Association of Public Health Physicians and Food and Drug Administration (FDA) regarding the usage and sale of e-cigarettes in US. Earlier, around 6-7 years ago there were no strict regulations, regarding these products. Now FDA has issued strict norms and guidelines regarding e-cigarette products. Some rules on e-cigarettes are more strict and stringent than the conventional cigarettes. Now according to FDA all the companies must submit their e-cigarette products for review, manufacturers must display warnings on packages and minors (people under 18 years of age) are not allowed to purchase e-cigarette products.

Opportunities and threats posed by this technology

Advantages/opportunities with e-cigarette are:

E-cigarette can help in breaking the addiction to smoking

The smokers can have more freedom in using this, in terms of time and location as they can be vaped anywhere and anytime.

They are more discreet, which means they will not leave any bad smell after smoking.

E-cigarette give pleasure, since they are available in different flavors

It gives greater choice to the smoker without much cost

E-cigarettes are environmental friendly, as they do not cause any fire accidents unlike normal cigarettes

Threats associated with the e-cigarettes

There is no study which examined the long term impact of e-cigarette and inhaled humectants (the liquid in e-cigarettes), different flavorings and additives on human health. It has been found that e-cigarette’s vapor contains several toxic carcinogenic chemicals. Initially some studies suggested that the content of carcinogenic chemicals in e-cigarettes is less, however, later on many studies found that it is very high. Some of the recent research works found that at high concentrations and temperatures, the smoke may reach the level of normal cigarette. Even FDA has issued strict norms and guidelines regarding e-cigarette products. So, the companies must keep this in mind and plan their marketing strategies in such a way that they comply with the rules and regulations of FDA and they should function towards building a healthy society.