How big tobacco builds appeal for e-cigarettes and vaping

The global tobacco industry is still big business, worth around £730 billion a year. This may seem strange for a product known to have caused more than 200 million deaths in the last 30 years.

But people continue to smoke. And newer products like e-cigarettes have allowed the industry to diversify its range – and expand its appeal.

Big tobacco firms see this expansion as a vital tool for improving public perceptions and normalising the continued use of tobacco products. After all, PR can be a challenge when there is a proven link between your product and death.

As part of this, tobacco companies have become very vocal about their commitments to “transforming” and “reducing the health impact” of their businesses. And while these claims are often vague and undefined, two of the largest tobacco companies have both openly pledged change.

For Philip Morris International (PMI), the apparent focus is on a “smoke-free future”. At British American Tobacco (BAT), the stated ambition is a “better tomorrow”. And at first glance, such a change in direction from an industry that has been so damaging to human and planetary health seems encouraging.

But tobacco companies have a long history of using carefully crafted narratives to maintain profitability and limit reputational damage. And research I carried out with colleagues suggests that contrived mission statements about improving health and consumer choice distract the...

Read more