Image Source: Advertising Standards Authority
Even after a national prohibition under the Prohibition of Electronic Cigarettes Act (PECA), 2019, the sale and promotion of e-cigarettes and vapes are prevalent across India. Health experts, officials, and activist organizations alert that influencer campaigns and aggressive online advertisements are tempting teens and young adults into nicotine dependency, evading current regulations. The problem came into sharp relief at a recent seminar hosted by 'Mothers Against Vaping', where a new report revealed the unrestricted glamorization and illegal sale of these devices.
Legal Framework and Loopholes
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The Prohibition of Electronic Cigarettes Act (PECA), 2019, prohibits the manufacture, sale, distribution, and promotion of e-cigarettes and vapes in India.
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But manufacturers avail themselves of digital space and surrogate advertising to market these products, many of which get marketed to children.
Tactics employed to promote
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Social media sites such as Instagram, Facebook, and YouTube are swamped with influencer content showcasing vaping as fashionable, harmless, and desirable.
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Stealth tactics are employed through coded terms ("aroma sticks", "flavor drops") and memes to circumvent direct advertisement prohibitions.
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Influencer marketing romanticizes vaping as being a status symbol or fashion statement, particularly appealing to young people.
Targeting the Youth
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The majority of new users harmed by vaping are students of schools and colleges, who are extremely vulnerable to peer influence and online trends.
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The businessperson's interest lies in signing up young consumers as lifetime addicts, usually under the pretext of providing "safer alternatives" to smoking.
Health and Social Hazards
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Experts caution that vapes may be more hazardous than cigarettes, with some consumers reportedly using hard drugs through vaping equipment.
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Normalization of youth vaping raises the risk of nicotine dependence and related health issues.
Challenges in Enforcement
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Enforcement is affected by the electronic form of promotions, non-coordination between agencies, and restricted public knowledge regarding the ban.
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Illegal sales are continued through online markets and unofficial networks.
Government and Civil Society Response
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The government has provided guidelines to schools, started training teachers, and introduced an online portal for reporting violations.
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Advocacy organizations such as Mothers Against Vaping are calling for increased supervision of online content, punishment for surrogate advertising, and concerted effort on the part of enforcement agencies.
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Recommendations are for instituting a national publicity campaign, offering incentives to whistleblowers, and auditing platform algorithms amplifying vape-related content.
Calls to Action
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Increased compliance with current bans, monetary fines for non-compliant sites, and criminalization of collaborations between influencers to market vapes are being called for.
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Public awareness and engagement are considered essential to stem the scourge and shield young people from planned marketing.
Relevant Sources: Moneycontrol, The Print, The Pharma Times, BusinessWorld: Experts, The New Indian Express:, The Tribune
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