Vape Boss Says Allowing 'Strict' Ads Would Help Smokers Quit
LONDON — Asli Ertonguc, managing director of British American Tobacco's (BAT) UK and Irish operations, has proposed allowing "very strict marketing framework" targeted ads for vapes to encourage smokers to switch from traditional cigarettes. According to Ertonguc, such an approach could make smokers aware of alternatives and lead them to quit.
The proposal comes as the tobacco industry faces declining sales due to increasing adoption of e-cigarettes and nicotine pouches, which are perceived as less harmful. BAT, a 123-year-old company that owns notable brands like Rothmans, Dunhill, and Lucky Strike, has seen its traditional cigarette sales shrink significantly in recent years.
Ertonguc believes that targeted ads could help smokers make informed decisions about their health. "If we can provide a very strict marketing framework that's only targeting adults, then I think it would be beneficial for the industry," she said in an interview. "It would allow us to communicate with our customers and let them know that there are alternatives available."
The UK government has imposed tough restrictions on advertising vapes due to concerns about their impact on public health. However, Ertonguc argues that such measures may not be effective in reducing smoking rates. "If we don't provide the right information to consumers, they're going to find it elsewhere," she said.
Industry analysts agree that targeted ads could help the tobacco industry adapt to changing consumer preferences. "The vape market is growing rapidly, and companies need to find ways to reach their target audience," said a senior analyst at a leading market research firm. "Allowing targeted ads could be a step in the right direction."
The proposal has been met with skepticism by health experts, who point out that e-cigarettes are not without risks. "While e-cigarettes may be less harmful than traditional cigarettes, they still pose significant health risks," said a spokesperson for the British Heart Foundation.
The Department of Health and Social Care (DHSC) and the Advertising Standards Authority (ASA) have yet to respond to Ertonguc's proposal. However, industry insiders expect the debate to continue in the coming months as the government reviews its advertising regulations.
As the tobacco industry continues to evolve, companies like BAT are looking for ways to adapt to changing consumer preferences. Allowing targeted ads could be a step towards reducing smoking rates and promoting public health. However, the proposal remains contentious, with health experts raising concerns about the potential risks of e-cigarettes.
In related news, BAT reported a 4% decline in traditional cigarette sales in the UK last year, while its vape business saw a 20% increase in revenue. The company's shares have been under pressure in recent months due to declining tobacco sales and increasing competition from e-cigarette manufacturers.
The proposal by Ertonguc is likely to be closely watched by industry stakeholders as they navigate the complex regulatory landscape surrounding vaping products. As the debate continues, one thing is clear: the future of the tobacco industry will depend on its ability to adapt to changing consumer preferences and public health concerns.
*Reporting by Bbc.*
