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Why problems with ecigs adverts could help the industry
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Mark Benson Offline
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Why problems with ecigs adverts could help the industry
The bizarre situation we find ourselves in today is that electronic cigarettes can be advertised on UK television but these adverts cannot show the products in use or glamorise smoking. If you take a step back you really do need to ask yourself why the authorities even bothered to reduce the restrictions on advertising ecigs?

We found last week that three prominent adverts have now been banned from our television screens after a number of complaints were received. The headlines may suggest that this is a problem for the industry, advertising to the wider general public, but the reality could be very different and very positive going forward.

Level playing field

Since the tobacco giants entered the electronic cigarette industry they have ploughed billions upon billions of dollars into the sector. They have acquired majority stakes in a handful of businesses, continue to lobby the regulators and have a very close relationship with politicians and health authorities. Even before the authorities decided to reduce the restrictions on television adverts there were serious concerns that the tobacco giants would eventually take control of the industry, leading to fundamental change.

The fact that television adverts have been effectively in all but name banned from the UK, because the restrictions are so heavy, plays into the hands of the medium to smaller operators. True, there are still many other mass media channels available to the tobacco companies such as sponsorship and billboards but these do not have the same impact as television adverts. Whether or not we see consolidation in the sector, with companies merging and others falling by the wayside, remains to be seen but we will see changes in the landscape in short to medium term.

Will the tobacco giants eventually win over the sector?

If you had asked this question just a few months ago the vast majority of the vaping community would reluctantly have accepted the fact that tobacco giants will eventually run the sector. However, the situation has changed over the last few months, the vaping community is sticking together and the tobacco giants are finding it more difficult to take control. They also have a fundamental problem to wrestle with, the fact that they are effectively selling electronic cigarettes as a "less harmful" product compared to tobacco cigarettes. That will take some serious marketing genius to pull that one off!

Over the last 12 months we have seen the voice of the vaping community grow much louder, surprising many politicians and corporate investors, and people are now beginning to listen. It would be foolish to suggest that the tobacco giants are not "pulling the strings" behind-the-scenes but when the voting public are in favour of vaping how else do politicians guarantee their votes in the future?

Conclusion

While the headlines seem to suggest that the banning of three prominent electronic cigarette adverts in the UK was a problem for the sector, this may not be the case in the longer term. This very important advertising channel has moved the whole situation onto a more level playing field even though the tobacco giants still have enormous marketing budgets. The online channel is most certainly vital for small to medium term operators in the electronic cigarette industry and innovative online advertising ideas will play a very prominent role in the future.

For more information on OK Electronic Cigarettes and the various products available please visit the OKCigs website.
29-12-2014 10:16 PM
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gords1001 Offline
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RE: Why problems with ecigs adverts could help the industry
The sad thing is, none of the three adverts were by bt controlled companies and the kick advert couldn't of been less offensive - middle age middle class people talking about "experiences" ( they couldn't of been less experienced if they tried.


What we are seeing in complaints is nothing other than preorchestrated bitching by prohibitionist lunatics that quite frankly should be comdemned to institutions for the safety of them and the people around them. They shouldn't be allowed around heavy or pointy implements and they certainly shouldn't have positions of responsibility - they are not capable of such tasks.

They are also all, without question, somewhat funded by pharmaceutical companies, conflict of interest anyone? Then the main players are so hammered into a corner they hit out at an outstanding mother/housewife and waitress, young lorien jolley. For having the temerity of having an open but heavily edited letter published on their home turf.


This shit has nothing to do with evidence, science, fair play or public health and everything to do with corrupt twats (I thought long and hard about that but twats is a completely accutate description of these bottom feeding, corrupt, rent sponging bastards) not wanting to get their snouts out of the fucking trough. It's hard to be positive when you have such utter shit representing humanities "moral high ground" since they represent the worst scourge on humanity since nazism was popular, without the personality that was adolf hitler.

Merry Christmas everyone and a happy new year.
30-12-2014 12:46 AM
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Michael Offline
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Post: #3
RE: Why problems with ecigs adverts could help the industry
Very good information, thanks for the write-up! 
30-12-2014 02:20 AM
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Mark Benson Offline
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RE: Why problems with ecigs adverts could help the industry
Hi Gords1001

I get the impression you have some very strong views on this matter lol

Anything that takes away the massive advantage which BT have over smaller to medium sized operations must be positive for the wider industry. The truth is that if it comes down to advertising dollars, with no restrictions, then BT will win hands down every time.

For more information on OK Electronic Cigarettes and the various products available please visit the OKCigs website.
30-12-2014 03:54 PM
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gords1001 Offline
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RE: Why problems with ecigs adverts could help the industry
There is that mark, but none of the televised adverts were big tobacco products as far as I'm aware, and it does almost seem as if the industry was set up for a fall - almost as if the establishment permitted the adverts to happen just so they could ban them and blame the industry for poor ethics.

I'll just go and fold up my tin foil hat now Big Grin
31-12-2014 01:44 PM
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