THE MARKETING OF ELECTRONIC CIGARETTES AND THE INTERESTS OF THE TOBACCO INDUSTRY
Marisa de Andrade. Institute for Social Marketing, University of Stirling & UK Centre for Tobacco and Alcohol Studies.
This presentation considers the findings of a systematic analysis of media coverage of electronic cigarettes (e-cigarettes) from May 2012 to June 2013 combined with an analysis of seven brands’ content on social networking platforms. It reflects on how e-cigarettes have the potential to deliver public health gain, but the unfettered commercial exploitation and marketing may be undermining public heath gains in three ways:
Marisa de Andrade is an Impact Research Fellow at the Institute for Social Marketing, University of Stirling, part of the UK Centre for Tobacco and Alcohol Studies. She has a PhD in pharmaceutical regulation/public health policy and led on the Cancer Research UK funded work on the marketing of electronic cigarettes and tobacco harm reduction research priorities/policy directions. Mentored by Prof Gerard Hastings, she works on several projects on media representation of scientific information, commercial sector involvement in health policy and community engagement through innovative methods using asset-based approaches. She worked as a broadcaster and journalist before entering academia.