How does electronic cigarette advertising work in sports?

How does Electronic Cigarette advertising work in sports?

E-Cigarette News/February 27, 2013, 15:38

Editor's note: This cool article was translated and adapted into Russian by Stanislav Medkov, CEO of the Hookah Battle Kallian project. We provide a small adjustment to make the text easier to understand. You can read the original text in the link, and Stanislav's text is here.

In 2019, BAT (British American Tobacco) signed a cooperation agreement with Motor Sport Giant McLaren, and its Vue e-cigarette brand logo appeared on cars participating in American sports events.

How does electronic cigarette advertising work in sports?

This move triggered criticism from the audience because it promoted an electronic cigarette brand containing nicotine. Automobile sports fans believe that young people who use nicotine products most often may be negatively affected by the romanticization of electronic cigarettes.

For BAT, their cooperation with McLaren is clearly part of the "Better Tomorrow" strategy. The goal of the plan is to reduce the risk of corporate image by providing consumers with choices that are less risky than traditional cigarette brands. The company believes that these policies increasingly meet the needs of its consumer groups in a changing environment.

The concept of BAT and McLaren should have a dynamic brand approach. Under the current advertising legislation, we can see different brand logos in the racing race. BAT spokesman said: "Our global partnership with McLaren is based on the cooperation of advanced technology and innovation, supporting our goal of ensuring a" better tomorrow ". This will bring the two companies together with common passion and clear desire to achieve significant and meaningful changes.

In the United States, the bill passed the Family Smoking Prevention and Tobacco Control Act in 2009, which was approved during the first Obama administration and expanded the power of the Food and Drug Administration (FDA) to regulate tobacco advertising. In 2016, FDA exercised its regulatory power over electronic cigarettes. This has prompted many states to reconsider e-cigarette advertising, The main products are Disposable E-cigarette 500 Puff valve handles and table contempt. However, FDA seems to have changed its position on vaping. The turning point occurred in October 2021, when the FDA allowed R.J Reynolds' Vuse Solo to sell and advertise in the United States.

This more relaxed attitude towards the electronic cigarette market may lead to more sports events allowing electronic cigarette advertising, depending on who is the host of the game.

English Football Club and Electronic Cigarette Advertising

British football clubs have also established sponsorship agreements with electronic cigarette manufacturers. The Blackburn Rovers Football Club, headquartered in the northwest of England, plays in the English Second League and has a completely evil electronic store logo on their home jersey.

Jonathan Eckles, the marketing coordinator of Allover Wicked, wrote on the official website of Allover Wicked that disputes related to sports e-cigarettes advertising:

"The most obvious difference that needs to be solved is that the tobacco company's indisputable intention is to let people smoke. On the other hand, electronic cigarette brands and their products exist to help smokers quit smoking.

Eccles claimed that even the most conservative data showed that more than 2.4 million people in the UK quit smoking by using electronic cigarettes. At the same time, the same number of people use electronic cigarette products to significantly reduce smoking. It is reported that another benefit of the sponsorship transaction is that it enables them to invest in local sports facilities that are crucial to the community.

Not only did the top football get the sponsorship of "Total Evil", but the Rugby Club in St. Helens also signed a sponsorship agreement with the steam brand.

There was a famous health care charity scandal involving nicotine consumption. At that time, it announced several commercial relations between Scottish football clubs and major players in the retail VPZ video market. Glasgow Rangers and Celtics are the two largest football clubs in Scotland, known as the "old company". Together with Edinburgh Hiberning and the little-known Livingston, they have previously signed sponsorship agreements with VPZ.

How does electronic cigarette advertising work in sports?

VPN spokesman said:

"Our sports partnership ended in June 2019, including interaction with adult smokers to educate them about the health and economic benefits of quitting smoking. As we move towards 2023, we are still firmly committed to helping adult smokers quit smoking, and have introduced innovative VAPE help services in our national retail network to help more adults quit smoking.

VPZ explained that its products played an important role in reducing the number of people who smoked. Since its establishment in 2012, the company has helped more than 700000 people quit smoking.

"As part of our efforts to guide and influence the best practices of the whole industry, we continue to call on the British and Scottish governments to implement stricter control and licensing on the sale of e-cigarette products," the spokesman added.

Characteristics of advertising legislation

The relationship between e-cigarette retailers and sports will largely depend on different advertising rules. The UK's advertising regulator (Advertising Standards Authority) allows e-cigarette companies to sponsor sports clubs. The advertising guidelines stipulate that any electronic cigarette advertisement should be responsible for the society, not targeted at children, or should not contain content that children like. In addition, there should be no confusion between electronic cigarettes and tobacco products.

Scotland has greater decision-making power than the rest of the UK. For example, a proposal to ban the advertising of electronic cigarette products is currently being discussed.

In the European Union, advertising for any electronic cigarette product is prohibited because Brussels believes that young people will be tempted, despite restrictions. This prompted policy makers to pay close attention to this issue when revising EU tobacco regulations.

At present, there is controversy about the results of electronic cigarette brands participating in sports competitions. It is not clear whether other major sports events will follow IndyCar and provide space for electronic cigarette companies to promote their products.