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Electronic cigarettes: the next big thing?

It has already been reported in the media, in particular a recent exposé in the Wall Street Journal (WSJ),12 that the battle around the classification and restrictions on e-cigarettes in the Tobacco Product Directive has been intense. MEPs and their assistants have told CEO that they are most often contacted by the electronic cigarette lobby regarding this Directive.

Electronic cigarettes - also called ‘personal vaporisers’ - are battery-powered inhalers that vaporise a nicotine liquid solution. Electronic cigarette companies claim they are a safe alternative to cigarettes, but the World Health Organisation has warned that too little is known about the health risks of long term use. Moreover, the WSJ documented that e-cigarette makers are emulating tactics once used by tobacco companies, such as sponsoring medical studies and testimonials from doctors, and running television spots advertising the use of e-cigarettes indoors or in the presence of children. WSJ quoted a professor at the Research Center for Prevention and Health in Copenhagen as explaining that the e-cigarette industry “is really undermining all the progress we have made in de-normalizing smoking."

Under proposals in the Tobacco Products Directive, e-cigarettes would be classed as a medicine, subjected to intense testing and might only be available in pharmacies in some countries. The Directive also proposes they be reduced in strength. The Electronic Cigarette Industry Trade Association and the European Smokeless Tobacco Council are lobbying hard against these proposals. Individual electronic cigarette firms have also been directing intense fire at the Parliament, now it that the Directive is in MEPs' hands.

UK electronic cigarette manufacturer Skycig have urged users, their friends and family, to contact their MEPs, claiming that millions of people would turn back to cigarettes “effectively allowing 5 million people to die from smoking related illnesses”. 13

Paul Murphy MEP explained that in the Parliament, MEPs “are subjected to a lot of astroturf campaigning in the sense that it is manufactured. We get emails from so-called ordinary constituents about electronic cigarettes. But they are really detailed about the Directive.”

‘Astroturf’ is the name given to seemingly grass roots campaigns, that have actually been established, encouraged and sometimes funded by companies and corporate lobby groups interested in their success. One MEP assistant told CEO: “They have organised online, created electronic cigarette forums. They’re quite an aggressive lobby”. Another said: “We get a lot of abuse on Twitter about calling for more legislation on electronic cigarettes.”

Totally Wicked, another UK electronic cigarette firm, sent every MEP an e-cigarette. One MEP commented incredulously that “They are sending addictive drugs to MEPs. It is quite incredible”. Jutta Haug MEP from the S&D said she had been “strongly lobbied by electronic cigarette users”. The rapporteur on the Tobacco Products Directive, Linda McAvan MEP, has also said that “There is a very aggressive attitude.”

Indeed, Ms McAvan was the center of a controversy around e-cigarette company Totally Wicked after their managing director stepped down at the end of June, after admitting sending “inappropriate” emails to Ms McAvan. In the emails, the former managing director called in to question her legitimacy and motivations. 14