Tobacco industry narratives of e-cigarette use in the UK: a qualitative framing analysis
Year: 2024
Type: article
Abstract: Public health actors have expressed concerns over the entry of the tobacco industry into the UK e-cigarette market. It is important to be aware of the tobacco industry's involvement and stated aims for e-cigarettes in the UK, given their historical attempts to divert attention from and escape responsibility for the harms caused by combustible cigarettes. The use of e-cigarettes amongst young people in the UK has remained constant, despite the law prohibiting sales to adolescents and claims by manufacturers and others that they are designed solely as a tool to quit smoking. This study sought to examine how tobacco-related organizations in the UK e-cigarette market frame the use of e-cigarettes. Publicly available materials between September 2015 and June 2023 were collected from four transnational tobacco companies which have invested in the e-cigarette category, and from a UK e-cigarette trade association. A qualitative framing analysis of materials was conducted guided by relevant frameworks from the Commercial Determinants of Health literature. The analysis identified seven framings used by tobacco-related organizations relevant to e-cigarette usage in the UK. These were: co-opting of harm reduction; consumer choice; following the 'evidence'; insufficient evidence; the right kind of regulation; 'us' and 'them' rhetoric and marketing and advertising. By highlighting tobacco-related organizations' e-cigarette framings and contradictions, this study raises awareness of the rhetorical strategies used by the industry which aim to relegitimize tobacco companies in the political and public spheres.
Source: Health Promotion International
Language: English
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,788
Funders: Health and Care Research Wales, UK Research and Innovation, Cancer Research UK, National Institute for Health and Care Research, British Heart Foundation, Public Health Agency, Medical Research Council, Engineering and Physical Sciences Research Council, Economic and Social Research Council, Natural Environment Research Council, UK Prevention Research Partnership
OpenAlex ID: W4404599345