TV doc draws
parallels
between vaping
misinformation
and the anti-vax
movement.
In a rousing keynote speech, celebrity doctor and vaping advocate
Dr Christian Jessen urged the industry to continue to fight against
misinformation and bad science for the benefit of public health.
Famed for fronting Channel 4’s taboo-busting ‘Embarrassing Bodies,’
Dr Christian drew parallels between the denial of vaping’s harm-
reduction potential and the anti-vax (against vaccination) movement,
lamenting the public’s trust of celebrities over genuine experts.
Dr Christian said:
“It is a constant source of frustration for me that so many people
seem to prefer the opinion of a YouTube influencer or, worse still,
Gwyneth, over that of a doctor or an expert scientist.
“[Vaping] has fallen victim to this at pretty much all levels. It’s joined
the ranks of vaccines, GM foods and pharmaceuticals of being
subjected to conspiracy theories and misinformation.”
The doctor said that a ‘seed of doubt’ is all it takes for misinformation to
take hold and seep into the public’s consciousness.
Dr Christian said that the industry can only change hearts and minds
by understanding people’s scepticism and continuing to back up
opinions with hard evidence.
He said:
“Vaping is a gift to public health and it’s one that we must continue
to embrace and encourage.”
Dr Christian also took suggestions from the audience about how
the vaping message could reach smokers resistant to change.
One person suggested incorporating positive messages through
prime-time or daytime TV. However, Dr Christian knew first-hand
how explicit messages can make people uncomfortable, citing his
own experience of appearing on Loose Women.
“Colleen Nolan wanted to get healthy and lose weight and she was
smoking like a chimney.
“I pulled [a vape] out of my pocket and said, ‘use this.’I caused a
total s**tstorm.
“I think getting people subtly to just use things like that without being
overly obvious is a better way. That obvious advertorial switches
everybody off.”
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