People have been advertising since the beginning of time. We see advertisements for various products or services such as Hostess, Doritos, Ford, Amazon, and Nike everyday. What we as consumers don’t see is the people creating those advertisements. Have you ever stopped to think about who is behind the marketing?
What may seem controversial to one person is not to another. There is a whole world out there of “controversial” advertising, but there are also products themselves that are labeled that way. There are a certain range of products and brands that nearly all consumers would consider controversial in some capacity because of their altering effects and the media and legislation surrounding them.
Products such as alcohol, tobacco, or the very popular trend of e-Cigarettes are highly advertised and publicized just like any other product. They are the source of many health concerns in society, making them a controversial topic to advertise for. Yet, everyday people go to work and create ads for these products.
Alcohol is considered the most regularly used addictive substance in the United States, but consumers around the nation still wait all year to see the beer commercials during the Super Bowl. Alcohol isn’t anything new to our society, so it’s possible Americans have become numb to these advertisements being considered controversial.
E-cigarette companies are being blamed for the severe illnesses and deaths that have been arising due to lung issues. Because of how fast this trend has taken off, there is little research to determine whether or not JUUL and other e-cigarettes are safe. When cigarettes first entered the market, they were extremely popular until people saw the negative health effects.The media has not fallen behind in coverage of this issue. With the recent concern regarding JUUL and other e-cigarettes, society needs to look at why young adults are so apt to use these devices.
When cigarettes first entered the market, they were widely advertised on television and radio and these advertisements often included a physician recommendation. Today, it is impossible to see a cigarette advertisement on television or radio. The fight against cigarette advertisement began in 1971 when cigarette ads were banned on tv and radio. However, e-cigarettes have not been included in this legislation.
JUUL dominates 75% of e-cigarette sales, and they have primarily used social media for advertising. In 2019, they launched a $10 million TV advertising campaign claiming to target adults looking for a healthier alternative to cigarettes. The campaign features adults who advocate to “Make the Switch” from combustible cigarettes.
A still of one of the 2019 JUUL ads aimed at adult smokers
A JUUL ad that ran in Vice magazine in 2015 during the brand’s launch
Many people have been quick to say JUUL is essentially lying about their target market. The State of Michigan saw right through their campaign.
Last week Michigan banned flavored vape products because they believe these attract a younger consumer base. The FDA soon followed suit and is moving to ban flavored vaping products at the federal level, and is creating a plan for removing all e-cigarette flavors except for plain tobacco flavors.
Our society has grown to accept and even love alcohol. Consumers find it fun and people seek out job opportunities at mass production breweries and distilleries. Cigarette companies bring in billions of dollars every year despite anti smoking propaganda. But the truth of the matter is, tobacco is the leading preventable cause of death in the United States with alcohol falling in third place behind poor diet and lack of physical activity.
The First Amendment allows for a lot of freedom in advertising, and the federal government is limited in the ways they can restrict advertising for certain products.
At the end of the day it is up to the advertisers to decide whether they want to work with such controversial companies, and typically someone is always willing to do it.
JUUL has figured out a way to market their product to all generations. Their advertising campaigns target older generations looking to break a bad habit of smoking, and social media is constantly flooded with young adults promoting the product.
Even with their targeted marketing, 15 to 17 year olds are 16 times more likely to use a JUUL than 25 to 34 year olds. This all could boil down to what teenagers see as trendy at the moment. The problem with e-cigarettes being trendy is that they are addictive.
There may be a group of people using e-cigarettes as a safe alternative to smoking and could care less about the popularity of the product. Many teens are picking up the product and being exposed to nicotine for the first time because of the buzz it has created in the media.
Legislation is working towards turning young people away from e-cigarettes. But, advertisers know how to get in the minds of people. They are smart. They do their research. They know what is going to draw the consumer in and once they do, they’re hooked. The beauty of advertising for these types of products is that they are addicting. Preventing young people from using e-cigarettes will come down to a battle between legislators and advertisers.