The words we use—and tobacco industry uses—to describe nicotine products may be helping increase use of disposable and other nicotine products among young people, according to a commentary “Suggestions to Avoid Perpetuating Tobacco Industry Reduced-Harm Marketing Tropes,” in the April 2024 Pediatrics (published online March 11). The study authors reflect on new and existing research on the increasing popularity of disposable nicotine e-cigarettes, and marketing terms advanced by the tobacco industry. The authors write that an overlooked factor that drives the popularity of these nicotine products among youth is the pervasive use of tobacco-industry-popularized terminology, like “vaping” and “tobacco-free.” In response to a steady decline in cigarettes sales, tobacco corporations are diversifying their nicotine product lines with products like disposable e-cigarettes. These have become popular among non-smoking adolescents and young adults and are potential gateways to nicotine dependence. The term “vaping,” for example, implies that the device merely produces a harmless water vapor or steam when it is a mixture of nicotine and flavoring chemicals In a vehicle of propylene glycol and glycerin. They observe that “vaping” sounds like innocent fun and e-cigarettes like a high tech device whereas the more accurate terms “nicotine inhaling” or “nicotine device” better convey potential dangers. Other industry terms to avoid, they say, include “smoke free” tobacco for products that heat rather than burn tobacco, “modern oral nicotine” and “white pouches.” The term “tobacco-free” is used by tobacco industry for synthetic nicotine products. The tobacco industry also has introduced “non-menthol” tobacco products to replace menthol cigarettes in places where they have been banned, with a new cooling flavor that approximates menthol. The authors conclude that regulators should consider restraining the tobacco industry from using implicit or explicit language that implies reduced risks unless supported by rigorous scientific data. They conclude that educating youth about the dangers of nicotine addiction, and that these products are more than just vapor, is of foremost importance.
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The American Academy of Pediatrics is an organization of 67,000 primary care pediatricians, pediatric medical subspecialists and pediatric surgical specialists dedicated to the health, safety and well-being of infants, children, adolescents and young adults.