N E X T G E N E R AT I O N N I C O T I N E
DELIVERY 2019
Azim argued that different rates of youth use in the US and UK
could be, in part, attributed to the availability of high nicotine
pod systems.
The likes of JUUL are readily available in convenience stores
and gas stations. However, even JUUL products are regulated
in the UK and required to stay within the 20mg nicotine limit.
He believes that it’s also a matter of perception. In the UK,
e-cigarettes are seen as harm reduction tools. However, to say
something is less harmful than smoking in the US, companies
are required to follow even more rigorous FDA regulations than
companies going through PMTAs.
Azim pointed to the example of Swedish Match’s snus. It took
years and millions of data points built over decades to prove
that a non-combustible product that isn’t even inhaled was
safer than combustible tobacco.
“As you can’t market a product as reduced harm, you need
more gimmicky advertising and funny flavour names to attract
adult customers.
“You can’t market it for what it’s intended for.”
This has resulted in what many detractors consider to be child-
targeting. However, Azim noted that the young people in their
mid to late teens who vape are likely to be more attracted to
alcohol branding than childish cartoon imagery.
“As you can’t market a product
as reduced harm, you need more
gimmicky advertising and funny
fl avour names to attract adult
customers”
The FDA wants adult smokers who would otherwise not vape
to be able to access easy-to-use devices. But while this might
be the intended audience, straightforward devices also make it
easier for high school kids to vape.
With PMTAs, health scares and flavour bans showing no signs
of abating, Azim concluded that the industry will likely look very
different in two to three years.
“There will be a handful of products that have been through
the PMTA process that will be tobacco and maybe menthol
flavours and they will dominate the industry.
“The current industry where there are thousands of small
businesses, vape shops, products… I don’t think that will exist.”
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