Moving targets: how the rapidly changing tobacco and nicotine landscape creates advertising and promotion policy challenges

Pamela M. Ling*, Minji Kim, Catherine O. Egbe, Roengrudee Patanavanich, Mariana Pinho, Yogi Hendlin

*Corresponding author for this work

Research output: Contribution to journalEditorialAcademicpeer-review

29 Citations (Scopus)
43 Downloads (Pure)


Tobacco, nicotine and related products have and continue to change rapidly, creating new challenges for policies regulating their advertising, promotion, sponsorship and sales. This paper reviews recent commercial product offerings and the regulatory challenges associated with them. This includes electronic nicotine delivery systems, electronic non-nicotine delivery systems, personal vaporisers, heated tobacco products, nicotine salts, tobacco-free nicotine products, other nicotine products resembling nicotine replacement therapies, and various vitamin and cannabis products that share delivery devices or marketing channels with tobacco products. There is substantial variation in the availability of these tobacco, nicotine, vaporised, and related products globally, and policies regulating these products also vary substantially between countries. Many of these products avoid regulation by exploiting loopholes in the definition of tobacco or nicotine products, or by occupying a regulatory grey area where authority is unclear. These challenges will increase as the tobacco industry continues to diversify its product portfolio, and weaponises 'tobacco harm reduction' rhetoric to undermine policies limiting marketing, promotion and taxation of tobacco, nicotine and related products. Tobacco control policy often lags behind the evolution of the industry, which may continue to sell these products for years while regulations are established, refined or enforced. Policies that anticipate commercial tobacco, nicotine and related product and marketing changes and that are broad enough to cover these product developments are needed.

Original languageEnglish
Pages (from-to)222-228
Number of pages7
JournalTobacco Control
Issue number2
Publication statusPublished - 3 Mar 2022

Bibliographical note

Funding: PML was supported by NIH (grant number U54 HL147127). The other
authors have not declared a specific grant for this research from any funding agency
in the public, commercial or not-for-profit sectors

Publisher Copyright: © Author(s) (or their employer(s)) 2022. No commercial re-use. See rights and permissions. Published by BMJ.


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