E.cigarettes: - PowerPoint Presentation

Slide1

E.cigarettes:

What we know so far….Slide2

What are e.cigarettes

?

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:

a rechargeable lithium battery

a vaporisation chamber

a cartridgeSlide3

Types of e.cigarettes

There are three main types of electronic cigarettes or

vapourisers

:

Disposable

products (non-rechargeable)An electronic cigarette kit that is rechargeable with replaceable pre-filled cartridgesAn electronic cigarette that is rechargeable and has a tank or reservoir which has to be filled with liquid nicotineSlide4
Slide5

Usage of E.cigarettes amongst smokers in GBSlide6

N=10411 adults who smoke and tried to stop or who stopped in the past year; method is

coded as any (not exclusive) use

Aids used in most recent quit attempt

www.smokinginengland.info/latest-statistics

Slide7

Tobacco Harm Reduction:

& electronic cigarettes

The best thing a smoker can do is quit

c

ompletely, immediately

and foreverTobacco 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 cigarettesPHE Review – e.cigarettes are 95% less harmful to health than normal cigarettes Slide8

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Proportion of smokers believing e-cigarettes less harmful than cigarettes

N=2596 current smokers from Nov 2014

Only a minority of current smokers believe e-cigarettes are less harmful than cigarettesSlide9

What regulation is needed?

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 advertisingThe issue is whether e-cigs should be regulated as medicinal devicesSlide10

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 warningAbove 20mg/ml manufactures would have to apply for them to be a licensed medicine Proposes a ban on all print and broadcast advertising E.cigarettes regulationSlide11

EU Tobacco Products Directive

It will not regulate domestic only advertising (e.g. billboards and

PoS

)

Sponsorship

Marketing of flavoursPermit 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.cigarettesSlide12

What can happen if we cripple

EC by over-regulation

We

will protect the market monopoly of conventional

cigarettes

Product innovation will reduce/ possibly stopProduct prices would increase, possibly to the point at which switching to a low-risk e-cigarette would be much more expensive than continued smokingWe will contribute to disease and death of millions of smokers prevented from moving on to safer nicotine productsThe 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.Slide13

Celebrity endorsements are not prohibited Slide14

14Slide15
Slide16

16

Sponsorship

Warrington Wolves

have a

partnership with UK electronic cigarette brand TRUVAPE.Slide17

e-cigarettes and Children

The e-cigarette market is evolving rapidly

Current

use among adults is confined to current and

ex-smokers

Current use among children is rare and found mostly among older children and the most frequent smokers1% of children expect to try e-cigarettes soonIt is vital to continue to monitor changing patterns of e-cigarette use to inform policySlide18

Marketing

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)Slide19

Marketing

by E-cigarette companies

Four

core functions

Promotion - Recruit new users

Product - Get them to use morePrice - Keep them brand loyalPlace - Keep them usingPlus: Leverage stakeholdersUSP’sSafer (healthier)Cessation

Smoking

anywhere / beat smoke-free

Lifestyle

(sociable, social status)

CheaperSlide20

normalisation

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 NHSThe TI will use e-cigs and HR to support it’s core business:

tobacco

Children will be keySlide21

•

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

The case for e-cigarettesSlide22

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.

Concerns of e.cigsSlide23

Issues to consider

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?Slide24

Conclusions

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.