In a scene from the new season of the popular Netflix political drama House of Cards, the elegant Claire Underwood catches her soon to be vice president husband puffing an e cigarette.
“You’re cheating,” she says, referring to their efforts to quit smoking.
“No, I’m not,” Congressman Francis Underwood replies. “It’s vapor … addiction without the consequences.”
A Washington based drama with an implicit endorsement of “vaping” the practice of partaking in nicotine without burning tobacco?
It could have been ripped directly from the playbook of lobbyists working Capitol Hill and Washington regulators on behalf of the estimated $1.7 billion and growing e cigarette industry.
Eric Criss of the Electronic Cigarette Industry Group laughs off the suggestion that his Florida based organization, which recently opened a lobbying office in suburban Washington, orchestrated the House of Cards scene.
“No, we did not have anything to do with that product placement,” Criss says, or with the Golden Globe Awards gag last month where Julia Louis Dreyfus ostentatiously puffed a blue tipped e cigarette. (Pro “vaping” sites lit up with comments about the House of Cards moment, since the show has become almost synonymous with product placement.)
As e cigs continue to embed themselves in popular culture, lobbying efforts are heating up around the issue of how government will ultimately regulate the nascent battery powered nicotine delivery system. All eyes are on the U.S. Food and Drug Administration, which, in concert with the White House Office of Management and Budget, is expected to soon release a long awaited proposal for regulating e cigarettes.
Selling D.C. On A New Cig
Debate over the product’s health effects continue. A recent Bloomberg Businessweek cover on e cigs captured the discussion with this tagline “They’re new. They’re blue. But will they still kill you?”
Because e cigarettes don’t burn tobacco, cancer causing tar isn’t delivered to users’ lungs. But there are concerns that the electronic version could serve as a “gateway” to traditional cigarettes for young people, and that the full health effects of inhaling the nicotine vapor have not yet been studied.
The question occupying both ECIG, which represents small producers of e cigarettes, and tobacco giants like Reynolds American, which has a growing e cigarette subsidiary, is whether the FDA will seek to regulate the nicotine delivery system in the same manner as traditional products that burn tobacco.
“We’re focused not so much on the Hill but more on the regulators,” says Bryan Haynes, a partner and tobacco regulation expert at the large national law firm Troutman Sanders LLP and counsel for ECIG.
“We do want the public to have a comfort level that what the manufacturers say is in the product is actually accurate,” Haynes says. “At the same time, we do not believe that e cigarettes should be regulated in the same way traditional tobacco products are regulated.”
The 2009 Family Smoking Prevention and Tobacco Act includes restrictions on retail and online tobacco sales and limits on advertising and marketing to young people, and assesses user fees based on market share.
Criss, ECIG’s spokesman, says that most e cigarette producers, big and small, agree the product needs to be regulated to prevent its sale to minors, to control its ingredients, and to provide proper and accurate labeling.
He also acknowledges the concerns of anti smoking advocates who have “worked very long and hard to make smoking not look cool and this product looks like a cigarette, and has nicotine.”
“That is a real concern when it comes to kids,” he says, “but it is combusting tobacco that kills people.”
The “white hat” message that ECIG is using to persuade regulators and Congress is this, according to Criss E cigarettes can “move existing smokers down the ladder of risk.”
The Campaign for Tobacco Free Kids has another view. The group said this week that tobacco giant Lorillard Inc., in a Sports Illustrated advertisement for its e cigarette, directly targeted teenage boys.
The ad by Lorillard, which last year spent about $2.8 million lobbying for issues including e cigarettes, featured a close up of a model in a tiny bikini bottom emblazoned with the company’s e cigarette logo.
In a blog post on its website, the group called on the FDA to prevent such marketing, asserting that the ad “is just the latest example of how marketing for e cigarettes is using the same slick tactics long used to market regular cigarettes to kids.”
The organization is on record, however, as saying that e cigarettes could benefit public health if responsibly marketed.
But four Democratic senators announced Wednesday that they have introduced legislation to prohibit the marketing of e cigarettes to children and teenagers. The bill would allow the Federal Trade Commission to set marketing standards and state attorneys general to enforce the rules.
“Tobacco companies advertising e cigarettes with flavors like bubblegum and strawberry are clearly targeting young people with the intent of creating a new generation of smokers,” said Sen. Richard Blumenthal, D Conn., one of the bill’s sponsors.
The senators pointed to studies, including one by the Centers for Disease Control and Prevention, showing a sharp spike in the use of e cigarettes by high school students.
Big Tobacco, New Market
David Howard is spokesman for Reynolds American, the parent company of subsidiaries that include the R.J. Reynolds Tobacco Co., maker of Camel, Pall Mall and Winston cigarettes, and the relatively new R.J. Reynolds Vapor Co., which produces the VUSE e cigarette.
“We are in this business, and we are going to lobby on issues that affect our business, and we are going to have our side represented,” Howard says. “These products are different from traditional tobacco products. There’s no tobacco. There’s no combustion.”
The company, which in 2013 spent about $3.3 million lobbying on issues including e cigarettes, introduced statewide distribution of VUSE in Colorado last July. Distribution went statewide in Utah in January, and the company is taking steps for a national rollout, he says.
“We believe there is significant potential in the category,” Howard says. “Some analysts say it could be a $5 billion industry in the next handful of years.”
When the FDA releases its proposed regulation, it simply begins a lengthy comment period, one that could very well spawn litigation. Howard mentions that R.J. Reynolds successfully challenged a marketing provision in the 2009 Tobacco Act after it was proposed.
So while e cig lobbying has already been kicked up a notch, the real fight begins when the FDA makes its regulation proposal any day now.
Copyright 2014 NPR. To see more, visit
Refillable electronic cigarettes face eu ban
Menthol cigarettes face europe-wide ban – the scotsman
The European Union has struck a deal which could curb the booming market in electronic cigarettes and lead to an EU wide ban on a popular version of the nicotine device.
In hard fought negotiations between the 28 governments of the EU and the European parliament, both sides agreed on Tuesday that refillable e cigarettes could be banned across Europe if three countries decided on prohibition.
The parliament, under intense lobbying from the tobacco industry, took a more liberal line than the European commission, which proposed that e cigarettes be legislated for in the same way as pharmaceuticals. That was rejected in the compromise, but individual countries were left free to regulate e cigarettes as medicines.
Governments also took a more restrictive position on the issue and could still try to reverse some of the agreed elements. Ambassadors from the 28 countries will meet on Wednesday to decide whether to accept the compromise or return to negotiations.
The issue of e cigarettes quickly became the most contentious aspect of new EU rules on the packaging and sales of tobacco products, although the electronic devices contain no tobacco.
Public health warnings and graphic images of the damage done by smoking are to cover two thirds of cigarette packaging, and cigarette flavourings are to be proscribed, if gradually phased out.
Martin Callanan, leader of the Conservatives in the European parliament, said “This is a perverse decision that risks sending more people back to real, more harmful, cigarettes. Refillable e cigarettes would almost certainly be banned, and only the weakest products will be generally available. As many smokers begin on stronger e cigs and gradually reduce their dosage, making stronger e cigs harder to come across will encourage smokers to stay on tobacco.”
The key question centred on the impact of e cigarettes and whether they encouraged people to start smoking or whether they weaned nicotine addicts off tobacco.
“It’s inhaled. It’s direct inhalation of nicotine into the lungs. That creates an addiction very fast,” said a senior diplomat involved in the negotiations. “It encourages a switch to real cigarettes.”
The European e cigarettes market is currently estimated at 2bn ( 1.7bn), but it is growing fast, with approximately seven million users.
In the UK some 1.3 million of an estimated current 10 million smokers have switched to the electronic devices. Celebrity endorsements and social media are attracting young people to use e cigarettes in large numbers, according to a recent report commissioned by Cancer Research UK.
But public health experts are sharply divided about the devices some argue that they could substantially cut deaths from tobacco currently 100,000 annually in the UK while others warn they will only glamorise smoking, especially among the young.
One study of 657 smokers, published in the Lancet last month, found that e cigarettes worked as well as nicotine patches in helping people stop smoking within six months.
France, which has an estimated 1.5 million e cigarette users, is currently pondering a ban, but a mayor in Normandy has already introduced a local ban.
The EU agreement allows e cigarettes with a nicotine content below 20mg/ml to be regulated for general sale, rather than treating them as medicinal products. Governments had demanded a 3mg/ml limit.
The deal, however, lets individual governments regulate the cigarettes as medicinal products if they choose.
Refillable cartridges became the biggest sticking point, with the parliament threatening to veto the legislation if replacement sales were banned. On refillable e cigarettes, the compromise allows cartridges of 1ml of liquid containing up to 20mg of nicotine. But governments will be able to ban refillable e cigarettes and if three countries do so, then the commission is empowered to impose a blanket prohibition across the EU.
“This will lead to another ridiculous ban from the EU on the majority of e cigarettes which are better for the health of smokers and for British manufacturers of e cigarettes,” said Nigel Farage, the UK Independence party leader and MEP. “The EU should not be putting restrictions on a safer alternative to smoking.”
Carly Schlyter, a Green MEP and public health spokesman, said “Member states will be free to decide whether they want to subject them to authorisation as medicines or apply new rules that should ensure the quality and safety of these products. Either way should ensure that e cigarettes can be used safely to help smokers stop smoking, and not act as a gateway for non smokers.”
Rebecca Taylor, a Lib Dem MEP, said the possible ban on refillable cartridges could push consumers back to tobacco.
“This the exact opposite of what the tobacco directive is supposed to achieve. The fight is now on to show that it would not be justifiable to ban refillable cartridges on health and safety grounds.”
This article was amended on 19 December 2013 to change the word “will” to “could” in the subheading.