On a recent long-haul flight, with very limited movie options, I watched the Angelina Jolie and Johnny Depp movie The Tourist (two thumbs firmly down).
A particular scene on a train to Venice did catch my eye. Jolie’s character boards the train and sits across from what appears to be a cigarette smoking Depp. It immediately jumped out at me as quite strange – smoking openly on public transport has long been banned and this movie is set in present day.
Depp’s character then clarifies that he is in fact smoking an electronic cigarette, “It’s ok, it’s not a real cigarette. It’s electronic. It delivers the same amount of nicotine but the smoke is water vapour.”
Which again, I found rather strange – was this a case of product placement or a scriptwriter who wanted to offer a detailed description of what Depp was smoking?
This is not the first time a celebrity has spruiked the virtues of electronic cigarettes. In 2010, American actress Katherine Heigl appeared on The Late Show with David Letterman and demonstrated how to use and explained the inner workings of her electronic cigarette.
She then went on to say that smoking an electronic cigarette was as harmless as drinking coffee and that “it’s not bad for you, so it’s a fun addiction.”
Using glamorous and famous actors to promote cigarettes dates back to golden years of Hollywood when the likes of Clark Gable, Joan Crawford, Gary Cooper, Spencer Tracy and John Wayne were all paid to smoke cigarettes.
Could the same be happening with e-cigarettes? Even if no money is formally changing hands, celebrities can have a profound influence on consumer buying habits.
For the unfamiliar, electronic cigarettes, or e-cigarettes more commonly, are battery operated devices that vaporise cartridges of liquid nicotine.
They look very similar to traditional cigarettes except they are plastic and have a small LED light on the end – assumedly to look even more authentic.
Even the advertising campaigns for these products are reminiscent of old school cigarette ads – featuring young men and women suggestively posing with the device.
Because nicotine is a scheduled poison in Australia, e-cigarettes are banned for sale within Australian retail outlets. Scheduled poisons are tightly controlled and can’t simply be sold in any retail outlet to anyone who wants them.
Determined e-cigarettes buyers can easily go online and make a purchase from hundreds of websites and eBay sellers. But they don’t come cheap and can cost upwards of $120, plus the nicotine cartridges must be continually reordered.
In a paradoxical twist, the most harmful form of nicotine delivery, tobacco prepared and packed for smoking, is excluded from the poison schedule.
Nicotine replacement products, such as the patch, gum and inhaler, which have undergone extensive medical testing and proven to be both safe and effective in helping people quit smoking, are also allowed to be marketed and sold in Australia.
Proponents of e-cigarettes argue that they are “safer” than real cigarettes and therefore should be permitted for sale. Smokers are encouraged to swap their cigarettes for these products.
It’s true, there are few legal consumer products as harmful to health as cigarettes. But the potential risks or benefits of e-cigarettes are unknown.
E-cigarettes have not been submitted to the same rigorous safety testing as medical nicotine products and their efficacy in helping smokers quit is almost entirely anecdotal.
A search of blogs discussing e-cigarettes will nonetheless reveal zealous and enthusiastic e-cigarette users who argue that “vaping” (the slang term for the act of “smoking an e-cigarette) is the only answer to ending tobacco use.
The marketing and promotion of e-cigarettes belies the supposed intention that these products are only for addicted smokers who are unable to quit on their own. They promote nicotine addiction as a harmless and fun activity.
These products may also encourage smokers who would have otherwise have completely quit, to keep smoking.
It’s not hard to imagine a smoker substituting an e-cigarette for a few of their preferred, regular cigarettes and to keep on smoking, rationalising that they have cut down their tobacco use.
One of the most important effects of Australia’s highly effective campaign to reduce tobacco is that smoking is no longer considered a normal or socially acceptable activity.
E-cigarettes have the very real potential to derail this success and have not been proven to be a necessary or effective part of reducing tobacco use.
Substantial tax increases on tobacco products, strong legislation, like the newly announced plain packaging of tobacco products, and hard-hitting media campaigns have all been proven to bring smoking rates down in Australia.
Selling smokers unfounded promises of a miracle cure cannot be a foundation for public health policy.
Anna jordan
Marketing executive
Electronic cigarette are the part of solution not the part of problem. Because it saves you from the 4000 chemicals that the conventional cigarette has. It had nicotine in it instead of tobacco which permits you to quit smoking. It gives you the desired effect of smoking real cigs without any involvement of risk such as cancers, lungs problems, heart attacks, respiratory problems.
Not only has it improved quality of your health in fact you don’t have to worry about the people around you because they don’t get bothered as all what released are vapors. Secondly you can smoke anywhere in pubs, restaurants, in office or at homes.
Prince Dayne
logged in via Facebook
For an "educational" website, the lack of research in this article is stunning. The author has simply plugged the phrase "electronic cigarette" into Google and expressed a poorly formed, reactionist opinion to vaping and judged it completely on its aesthetic resemblance to traditional tobacco smoking.
Further, the author's alarmist scaremongering and outrage about "e-cigarettes" (actually known to vapers as "personal vaporisers" or "PVs") and how they are trying to "make smoking cool again" is…
Read morechris tonks
nun ya
My response:
Electronic cigarette are the part of solution not the part of problem.
I tried patches,gum,drugs and a bunch of other quit smoking programs and let me tell you, Becky if it was not for e cigarettes i would still be smoking and passing the ill effects onto my family and friends slowly killing myself and others.
If your anti vaping then you have to be pro smoking. If you take away a persons opportunity to quit smoking through vaping which has made a lot of success then you are condemning those people to a cancer related death.
From 50 a day to 0 i have to say that e cigarets are my and many other's miracle cure
I doubt you have not interviewed many people that vape to find out how e cigarettes have released from the perils of smoking.
chris tonks
nun ya
The journal Indoor Air reports the results of the first comparison of volatile organic compound levels emitted by tobacco versus electronic cigarettes.
It go's on to state that~
The exhaled vapor from electronic cigarette smokers contained mainly propylene glycol, glycerin, and small amounts of nicotine. There does not appear to be any major concern at this point regarding any dangers of exposure to "passive vaping."
The bottom line is that electronic cigarettes show great promise as an effective smoking cessation device that greatly reduces health risks for smokers and at the same time, helps protect nonsmokers by eliminating secondhand smoke.
A White
Mathematician
This article is lacking in academic and intellectual rigour. I do not care how the author feels about the issue, or what the author’s moral judgements on nicotine use are. Moreover, as the author has failed to establish her premise and made false statements regarding the efficacy of her morally sanctioned alternatives and of the safety and efficacy of vaping, the author merely reminds us of the reason for peer review prior to publication.
The author has at best failed to adequately research…
Read moreBill Budd
Lecturer, Researcher
Agree entirely with all the above responses, in fact its difficult to find anything factual or logical in this article at all.
For example:
"Proponents of e-cigarettes argue that they are “safer” than real cigarettes and therefore should be permitted for sale".
WRONG: In the sense that if inhaling propylene glycol is NOT safer than inhaling cigarette smoke then why is PG approved and widely used in processed foods, as a misting agent in athsma sprays, air purification in hospitals, fog…
Read moreGabriel Macy
logged in via Facebook
I believe in order to solve a complicated social problem such as smoking, there has to be a holistic approach to it. Yes, e-cigarettes (made popular by Green Smoke) are not a comprehensive solution for heavy smokers, nor does it help to deter others from taking up smoking. I don’t believe e-cigarettes have ever been touted as the solution, but it is tar and carbon monoxide free, which are still huge benefits compared to traditional cigarettes.
Peter Walker
Co Director
I am actually quite shocked at the author's attitude towards electronic cigarettes. It is typical of a lot of the anti smoking lobby with their extremist views. I suppose in order to get a median & happy public outcome to any product, we have to have the oddball uninformed dipsticks at both end of the equation.
Read moreFor the education of the author, nicotine cigarettes have been available in pharmacies for years. They are sold along side patches & gum etc, as an aid to stop smoking. I have always carried…