Over the past decade, electric cigarettes or
commonly referred to as e-cigarettes have become a blossoming market as
technology has upgraded traditional cigarettes.
The e-cigarette industry has urged that vaping is a “safer” method of
smoking. In August 2019, e-cigarettes claimed its first victim.
Earlier this year, the Center for Disease Control reported the
hospitalization of a young man in Illinois for a respiratory related illness
that was attributed to vaping. Eventually the young man succumbed to his
illness. Since the first incident, the
CDC has attributed an additional thirty three respiratory-related deaths to
routine vaping habits.
Why is vaping so popular? As technology
evolves, so does the method people used to inhale tobacco. Whether the delivery is a pipe, a cigar, a
cigarette, or—today’s method—e-cigarettes, tobacco is tobacco is tobacco. Regardless of the tobacco product, the use of
tobacco increases health risk of the user.
The popularity of vaping grew when companies released flavored vaping oils
and tobacco products, which attracts a new, younger market.
If you offer a child a
lollipop, they will gladly accept it, so comes as no surprise that teenagers
and young adults are attracted to e-cigarettes, especially with flavors like
strawberries or cotton candy. States
have tried to address this issue by passing statutes to restrict the minimum age requirement to
purchase e-cigarettes to 18 or 21. This
hasn’t stopped teenagers and young adults from purchasing
e-cigarettes. The United States Surgeon
General reported in 2018 that e-cigarette use increased among high schoolers by
78%. So, what can the legislature do to discourage
the sale of e-cigarettes to young people?
States are considering passing statutes
prohibiting the sale of flavored e-cigarettes and other e-cigarette
regulations. In the meantime, state
executive offices have taken the lead on dealing with this issue. Montana Governor Steve Bullock directed the
Montana Department of Health and Human Services to issue a temporary ban on flavored e-cigarettes until
the state can determine what type of action to proceed with. Montana is not alone; Michigan has also banned the sale of flavored
e-cigarettes.
Other states have taken this battle into the
courthouse. The state of New York has filed suit against twenty-two
online flavored e-cigarette vendors accusing them of creating a “public
nuisance” by selling targeted flavors to youths under the state age limit.
State regulation has not gone unnoticed by the
e-cigarette industry. One of the largest
e-cigarette retailers, JUUL, has announced it will suspend the sales
of flavored e-cigarettes. This isn’t the
only change at JUUL. In September, the retailer replaced its CEO, Kevin Burns,
with K.C. Crosthwaite, the CGO for Altria, a traditional tobacco company. JUUL also announced it will suspend all
television, print, and digital advertisements.
The e-cigarette industry is feeling the financial effects of the various
bans. Altria reported a 19% loss in stock prices
over since the beginning of 2019.
Even with all the
government regulation and voluntary removal of products, consumers can still
purchase unflavored tobacco and mint e-cigarettes. Whether the sale of these products will be
enough to keep the industry afloat is undetermined. What is certain is that a wave of change is
rushing towards the e-cigarette industry which could drown the entire
industry. Compliance with government
regulation and consumer claims could cause serious damage to the e-cigarette
industry.