E-Cigarette Companies to Begin Advertising on Television

Marketers of e-cigarettes are introducing ad campaigns that borrow ideas from older cigarette commercials, The New York Times reports. The commercials have been accepted by several cable channels, but no broadcast networks have yet agreed to carry them.

Local broadcast stations in major markets including New York, Los Angeles, Chicago, Dallas, San Francisco and Seattle have also agreed to run the ads, the article notes. E-cigarettes are not covered by restrictions on using commercials to sell tobacco cigarettes, because they are not tobacco products.

Ads for one e-cigarette product, Njoy King, include the theme “Cigarettes, you’ve met your match,” while the theme for Blu eCigs is “Rise from the ashes.” Some celebrities have begun to endorse the products.

The ad budget for Njoy King is estimated at $12 to $14 million for the next six months, according to the newspaper. The campaign includes television commercials, ads in print, in stores and online, and events in restaurants and clubs.

Earlier this year, one industry expert predicted that e-cigarettes, currently a small but growing part of the tobacco market, eventually could surpass traditional cigarettes to become a leading tobacco product.

E-cigarettes are designed to deliver nicotine in the form of a vapor, which is inhaled by the user. They usually have a rechargeable, battery-operated heating element, a replaceable cartridge with nicotine or other chemicals and a device called an atomizer that converts the contents of the cartridge into a vapor when heated. E-cigarettes often are made to look like regular cigarettes.

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    May 5, 2016 at 6:28 PM

    I Saw an Add for blu, and I was taken aback, a century of trying to get cigarettes off of TV, an in the drop of a hat, We star to see “smoking” commercials all over again. Not sure how this went from a no brainer to a no rules situation. I for one coudl nto even believe I saw the add. Our stores need to cover their smoke displays, but the e-cigs are on the counter. what type of big business paid for that?

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    December 27, 2013 at 5:35 AM

    What I don’t get is how they get away with advertising Electronic Cigarette’s there is no tobacco but a Cigarette is a Cigarette any way you smoke it and that is illegal cigarette advertisements where banded in the United States in the early 1990s. So how they get away with advertising Cigarettes is beyond me.

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    October 17, 2013 at 10:44 PM

    I feel some companies are approaching e-cig marketing in the wrong manner,introducing campaigns that echo the traditional appeals for tobacco cigarettes. For example Blu eCigs, “Rise from the ashes”, uses celebrity Stephen Dorff to endorse the product, as well as Jenny McCarthy in one of their latest commercials dubbed “freedom”. They’re are promoting the product as chic and cool, targeting it towards a non-smoking demographic – when they should be targeting smokers who are looking for an avenue to quit (not that we endorse these devices, especially as they are not regulated and thus nicotine and ingredient content remains ‘unknown’).

    I welcome everyone to see my latest blog: “Don’t repeat History”, where I focus on advertisement comparisons between e-cigs and traditional tobacco marketing.

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    September 14, 2013 at 7:51 PM

    So this organization is totally against any drugs? Or just certain drugs? Coffee for example? I stumbled upon this site and I’m just curious. I dont want anyone’s life runied, that’s for sure. but?

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