Nicotine marketing

Nicotine marketing is the marketing of nicotine-containing products or use. Traditionally, the tobacco industry markets cigarette smoking, but it is increasingly marketing other products, such as e-cigarettes. Products are marketed through social media, stealth marketing, mass media, and sponsorship (particularly of sporting events). Expenditures on nicotine marketing are in the tens of billions a year; in the US alone, spending was over US$1 million per hour in 2006; in 2003, per-capita marketing spending was $290 per adult smoker, or $45 per inhabitant. Nicotine marketing is increasingly regulated; some forms of nicotine advertising are banned in many countries. The World Health Organization recommends a complete tobacco advertising ban.

History

The first known advertisement in the USA was for the snuff and tobacco products of P. Lorillard and Company and was placed in the New York daily paper in 1789. Advertising was an emerging concept, and tobacco-related advertisements were not seen as any different from those for other products: their negative impact on health was unknown at the time. Local and regional newspapers were used because of the small-scale production and transportation of these goods. The first real brand name to become known on a bigger scale in the USA was "Bull Durham" which emerged in 1868, with the advertising placing the emphasis on how easy it was "to roll your own".

Tactics

Mass media

Before the 1950s, advertising was conducted over a wide range of media. A wide range of media has been used for advertising nicotine products, including: television, radio, print, film, billboards, posters, public transport, and the internet.

Sponsorship

Sponsorship of sporting and cultural events is used to create indirect advertising. Sponsored events are often brand-named with company names.

Stealth marketing

In the 1990s, the industry introduced "stealth marketing", where the use of brands and brand elements presents a commercial message, but the viewer is often not aware of the persuasive intent.

Regulation

The World Health Organization (WHO) recommends a complete tobacco advertising ban. Many countries have implemented or are implementing advertising bans, and often also sponsorships, particularly of sporting events.

See also

• Tobacco advertising
• E-cigarette marketing
• History of nicotine marketing