The vaping industry is eagerly awaiting the event. COP10, organized by the World Health Organization (WHO) in early 2024 in Panama, could result in new restrictive measures against tobacco and nicotine products. Since the date of the event was announced last April, the concern has been palpable. This is evidenced by the myriad of websites which warn of “the threat from the WHO” against vaping. The tobacco giants are also on a war footing. “The two industries are distinct, they do not use the same distribution network – the tobacco industry favors tobacconists rather than vapostores – but they have common interests, they share the same business, that of nicotine” , assures Professor Loïc Josseran, president of Alliance Against Tobacco (ACT) – the main anti-tobacco organization in France -, doctor and researcher in public health at the University of Versailles Saint-Quentin-en-Yvelines.
“41% of vaping sales come from vapostores, 36% from tobacconists and 23% from online businesses,” explains Romain Laroche, president of Seita-Imperial Tobacco, No. 2 in tobacco in France. He confirms that his company, like almost all other tobacco giants, is banking on this product, presented as “95% less harmful than cigarettes”. “Yes, vaping is much less harmful than cigarettes, but that does not mean that it is without risk, as for this figure of 95% brandished as a standard by vaping pros, there is no scientific basis for this. day”, retorts Loïc Josseran
The WHO banned the two industries from COP10, justifying its decision by its obligation to: “protect public health policies against interference by the tobacco industry and those who represent their interests”. Enough to provoke the anger of Philip Morris, which promised to still send its representatives on site in order to “publicly denounce the absurdity of being excluded”, believing that it was “undoubtedly the most useful private partner than the WHO can have in the fight against smoking” in a statement. “Vape and tobacco, they will all be in Panama, and their lobbying will be intense,” warns the National Committee Against Smoking (CNCT), one of the members of the ACT specializing in the industry.
An impressive pro vape promotional kit published by the tobacco industry
In any case, the lobbies have been preparing the ground for months. This is evidenced by the emails, letters and interview proposals from representatives of the vaping industry that L’Express receives almost daily. “I too am targeted,” notes Professor Josseran. The latest promotional kit received at the editorial office is a model of its kind: stickers, signs, a cardboard dispenser of leaflets calling for people to mobilize “against the restrictions”, all illustrated by a map of Europe where France is replaced by a fist clenching an e-cigarette, with the slogan “For a free vape!”. The icing on the cake, a 22-page newspaper – printed in 25,000 copies! – apes journalistic work with its editorial, its summary, its analytical articles and even the interview with an addictologist. This time, the operation is not led by the vaping industry, but by the Confederation of tobacconists and its newspaper Le Losange. “Which are very largely financed by the tobacco industry,” assures Professor Daniel Thomas, cardiologist and member of the CNCT and the ACT.
Pro-vape promotional kit, produced by the tobacco industry, received by the editorial staff of L’Express.
© / L’Express/Personal collection
“They know how to target journalists in order to convince them that vaping allows them to do without cigarettes, but we must not forget that the majority of vapers still smoke cigarettes (55.5% according to Public Health France) and that among these vapers, there is no reduction in risks”, recalls the CNCT, even if it is true that two studies from the very serious journal Cochrane show that the vaporette is the most effective smoking cessation device to date. For its part, the CNCT refuses to highlight vaping as a cessation tool, without campaigning for its ban, aware that vaping can be useful to certain smokers.
Still, the association has noted an increase in lobbying by the vaping industry, especially since it published a report in February recommending banning flavors. The main pro vape associations – Fivape, Sovape, la Vape du coeur and Aiduce – have launched a vast operation on social networks using the hashtag #MerciLaVape. Their petition “against the removal of flavorstaxes and denigration” collected 70,000 signatures. They also published a survey affirming that the ban on flavors would cause a return to smoking. “In the vaping lobby, there are honest people who want really fight against tobacco and help smokers to give up cigarettes, but others have financial interests”, estimates the CNCT.
“The earlier a brain is exposed to an addictive substance, the more addicted it will be later”
The creation of “puffs”, these disposable electronic cigarettes with a myriad of flavors – cotton candy, marshmallow, unicorn, etc. – is a good example. These are real “traps for children and adolescents,” says Professor Gérard Dubois, member of the National Academy of Medicine and professor emeritus of public health. “They did not hesitate to advertise it on social networks thanks to influencers presenting the puff as a cool device,” further denounces the CNCT, which took legal action on this occasion – tobacco and tobacco advertising vaping is banned in France – and won the case.
Although they could be banned soon, as Prime Minister Élisabeth Borne suggested, puffs represent a significant market share of the vaping industry. An Irish study, although carried out on a small sample, suggests that a quarter of the 10-12 year olds surveyed have already tried this product and that half of the 13-16 year olds who vape have never smoked before. However, all researchers confirm that the profiles who have the most difficulty quitting smoking are those who started smoking before the age of 20. “The earlier a brain is exposed to an addictive substance, the more it will be addicted later,” recalls Professor Josseran. Converting young users to nicotine, whether through cigarettes or vaping, therefore ensures a sustainable market. Even if vaping can allow smokers to quit tobacco, or even nicotine, we should not ignore the smoking of industries.
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