*An e-cigarette is a battery-powered device
that converts liquid nicotine into a mist, or
vapour, that the user inhales.
*There's no fire, no ash and no smoky smell.
*An e-cigarette has three main parts:
1.
2.
3.
a rechargeable lithium battery
a vaporisation chamber
a cartridge
There are three main types of electronic cigarettes or vapourisers:
1. Disposable products (non-rechargeable)
2. An electronic cigarette kit that is rechargeable with replaceable pre-filled
cartridges
3. An electronic cigarette that is rechargeable and has a tank or reservoir
which has to be filled with liquid nicotine
Usage of E.cigarettes amongst smokers in GB
50
45
40
35
30
25
20
15
10
5
0
E-cigs
NRT OTC
NRT Rx
Champix
Beh'l supp
2009-3
2009-4
2010-1
2010-2
2010-3
2010-4
2011-1
2011-2
2011-3
2011-4
2012-1
2012-2
2012-3
2012-4
2013-1
2013-2
2013-3
2013-4
2014-1
2014-2
2014-3
2014-4
2015-1
2015-2
Percent of smokers trying to stop
Aids used in most recent quit attempt
N=10411 adults who smoke and tried to stop or who stopped in the past year; method is
coded as any (not exclusive) use
www.smokinginengland.info/latest-statistics
The best thing a smoker can do is quit completely, immediately and
forever
* Tobacco harm reduction is nothing new.
* Toxicants in e-cigarettes? Other than nicotine, what else do e-
cigarettes deliver? A number of studies have looked at this, with at
least 8 toxic compounds identified .However all of these were at
significantly lower levels than in conventional cigarettes
* PHE Review – e.cigarettes are 95% less harmful to health than
normal cigarettes
70
60
Only a minority of current smokers believe ecigarettes are less harmful than cigarettes
61.6
Percent
50
42.7
40
37.9
30
20
10
0
E-cigarette
user
Non user
N=2596 current smokers from Nov 2014
8
www.smokinginengland.info/latest-statistics
Total
* The quality and safety of the range of products available vary
between brands
* EC must be made to comply with consumer protection legislation
to ensure products are safe, fit for purpose and as-described
* Product regulation allows specific directives for particular risks:
Child-proof e-liquid, sales to minors, regulation of advertising
* The issue is whether e-cigs should be regulated as medicinal
devices
Current regulation
• UK &EU: Consumer product regulated under General Product
Safety Directive
• October it will be an offence to sell e.cigs to under 18’s,
including proxy purchasing.
2016
• E.C containing up to 20mg/ml come under the EU Tobacco
Products Directive
• Products will carry health warning
• Above 20mg/ml manufactures would have to apply for them to
be a licensed medicine
• Proposes a ban on all print and broadcast advertising
• It will not regulate domestic only advertising (e.g. billboards and PoS)
• Sponsorship
• Marketing of flavours
• Permit advertising on TV, but prohibit promoting smoking or any imagery
that might be reasonable be associated with tobacco brands
• Advertisements are prohibited from encouraging non smokers or non
nicotine users to use e.cigarettes
* We will protect the market monopoly of conventional cigarettes
* Product innovation will reduce/ possibly stop
* Product prices would increase, possibly to the point at which
switching to a low-risk e-cigarette would be much more expensive
than continued smoking
* We will contribute to disease and death of millions of smokers
prevented from moving on to safer nicotine products
* The TPD rules are a progressive step to reduce the promotion of
e.cigarettes to non smokers and young people. However they do
not address all the concerns about the marketing of e.cigarettes.
Celebrity endorsements are not prohibited
14
Warrington Wolves have a partnership with
UK electronic cigarette brand TRUVAPE.
16
*The e-cigarette market is evolving rapidly
*Current use among adults is confined to current and exsmokers
*Current use among children is rare and found mostly among
older children and the most frequent smokers
*1% of children expect to try e-cigarettes soon
*It is vital to continue to monitor changing patterns of ecigarette use to inform policy
* Currently regulated by the Committee on Advertising Practice (CAP)
and Broadcasting Committee on Advertising Practice (BCAP) rules.
* Are not covered by the same regulations that bans advertising of
tobacco products
* Cannot be co branded with tobacco (brand sharing ban)
USP’s
• Safer (healthier)
• Cessation
• Smoking anywhere / beat smoke-free
• Lifestyle (sociable, social status)
• Cheaper
Four core functions
Promotion - Recruit new users
Product - Get them to use more
Price - Keep them brand loyal
Place - Keep them using
Plus: Leverage stakeholders
*Relative harm is back: it’s not what you do it’s the way that you
do it
*The TI is regaining it’s voice…
*…and reaching for a halo – MRHA have licensed “Voke”
- A
nicotine vapourise produced by BAT will be selling a prescription
medicine and being paid to do so by the NHS
*The TI will use e-cigs and HR to support it’s core business:
tobacco
*Children will be key
•The
new Lancet paper has established them as effective as nicotine
replacement therapy.
•Smokers like inhaling nicotine: Smokers say e-cigarettes are helpful
because they still have the sensation of inhaling and lifting a cigarette to
their mouth to take a drag.
•They don’t give you lung cancer: Experts have estimated e-cigarettes could
save the lives of millions of smokers.
•They could replace tobacco cigarettes one day: Some experts predict many
smokers may switch to e-cigs, with huge benefits for public health.
•They are safer than tobacco: “Whatever the concerns about e-cigarette
safety, no cases have been reported of anyone being killed by an e-cigarette
– unlike tobacco,” says Professor Peter Hajek, director of the Tobacco
Dependence Research Unit at Queen Mary University, London
•
Potential to glamorise the image of smoking (again) – A study
published in the journal Nicotine and Tobacco Research shows that
some children who have never smoked may be drawn to smoking
through e-cigarettes and therefore it could be a gateway device.
•
Quality control is a concern: For others the main objection is that
quality and contents of e-cigarettes can vary widely.
•
They still contain nicotine: Although nicotine doesn’t cause cancer it
can raise blood pressure, cause palpitations and is highly addictive,
and little is known about the long-term effects of inhaling the vapour.
•
They circumvent smoking bans in public places: Some people get
annoyed by people smoking e-cigarettes in restaurants – seeing them
as flouting the law – even though it is not illegal to smoke them.
*
*Risks of e-cigarettes What if…
*Marketing and use “Renormalise” smoking”?
*A “gateway” to smoking?
*Defers quit attempts?
*Undermines quit attempts (less effective than NRT)?
*Accidental poisonings?
*Big Tobacco’s Trojan Horse?
*Opportunities of harm reduction What if…
*Marketing and use “denormalise” smoking”?
*As effective as NRT, just much more popular?
*Even smokers who don’t intend to quit, just do?
*Smoking is denormalised because more smokers quit?
*They replace smoking?
*
* E.cigarettes/NCD’s have the potential to help people who are
heavily nicotine dependent
* There are concerns about their effectiveness, safety and
potential to renormalise smoking.
* Concerns that they are introducing adolescents to nicotine
addiction
* Taken attention away from other known effective TC
measures e.g. plain standardise packaging.