Tuesday, February 28, 2012

Smokeless Cigarettes and Children - Why Marketing as a Best Alternative Causes Parents Concern

By Tariku Haque


Though there is a national ban on selling tobacco products to minors, no federal regulations cover smokeless cigarettes, meaning sale to any age is legal in many states. Parents and policy makers are growing concerned, as young people are purchasing the devices in an effort to appear more grown up. Even the biggest electronic cigarette advocates do not condone use by those under 18, yet kid-friendly flavors like bubblegum and cookie dough appear targeted directly at that age group. The same marketing techniques that resulted in accusations of the tobacco industry intentionally drawing children in to use at an early age are seen on web advertisements for electronic cigarettes. For example, attractive young women are pictured in the images, conveying that fashionable teens must partake to be cool.

The C.S. Mott Children's Hospital took a national poll in 2010 to gauge public sentiment around legislation for electronic cigarettes. Most agreed (91%) that manufacturers must test for safety, and 85% support laws to prevent sales to minors. The United States Food and Drug Administration (FDA), charged with regulating such devices, has been unable to take action, as a court decision thwarted efforts to include them under the umbrella of existing tobacco laws. Dr. Matthew Davis, director of the hospital, pointed out, "There is not yet much scientific evidence about e-cigarettes and kids yet, because these new devices have not been tested extensively." However, most agree that electronic cigarettes are not appropriate for under-18 consumers.

Side effects of electronic cigarette use can mimic those of tobacco cigarettes, including a raised heart rate, dizziness, heartburn, coughing, diarrhea, and sore throat. Proponents of the product, including industry spokespeople, push them as an alternative to regular cigarette use. While these side effects might be preferable to those experienced by adult tobacco smokers, the concern is that children, presumably not having smoked tobacco at all, should not introduce the habit in any form at such an early age.

Other safety concerns include the possibility of nicotine poisoning, either due to ingesting the liquid from the cartridges orally or transdermally, as could occur in the case of a spill. As extensive long term studies are not yet complete, little is known about the potential risks of secondhand inhaling of the vapors produced. Most of all, parents have expressed fear that smokeless cigarettes will be a gateway, leading to nicotine addiction and attraction to tobacco products.

Supporters of electronic cigarette use find arguments to prohibit all electronic cigarettes for consumers of every age as an answer to potential underage use illogical. One blogger points out that if children want the sweet flavors offered, they would be more likely to buy candy or gum at a fraction of the cost. Another often cited contention is that the price of electronic cigarettes far exceeds the financial resources of the average teenager. With startup kits costing a minimum of $140, they find it unlikely that young people are willing to make the needed investment.

Though the details might be in question, all are agreed that electronic cigarettes are best used by adults. It appears inevitable that federal legislation will soon catch up with public sentiment, banning sales to minors nationwide.




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