Big Tobacco: a cynical and destructive lobby| Tabaccologia

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The journey of science towards uncovering the truth about tobacco smoking is arduous. The fact that regular smokers of tobacco, the once-called “divine herb” or “holy herb”, become addicted to nicotine, and suffer from diseases and early death, has been battling against by powerful cigarette producers and traders lobbies for more than 70 years. These entities cynically derive substantial economic profits from the harm they cause to consumers. Tobacco control is not only an individual issue, but also a public health one, because tobacco smoking is one of the most important causes of preventable premature death. However, governments, which have the duty to protect public health and combat tobacco use, are very vulnerable, while producers are skilled and powerful due to their enormous profits and ability to curb any administrative actions that could threaten these gains. This skill is also evident in the communication strategies manufacturers have employed for decades. In fact, they have devised original and highly effective ways of creating appealing myths and connotations around their deadly products. For example, during and immediately after World War II, they associated cigarettes with the American soldier fighting to free the world from Nazi and Fascist dictatorships and restore democracy. More recently, they have tied it to the freedom and courage of the American frontier spirit and the great US outdoors.

Today, the tobacco industry is undertaking another dangerous maneuver that we must recognize and counter: the so-called harm reduction, achieved by vaping electronic cigarette (e-cig) instead of smoking traditional cigarettes. In fact, for some years now, manufacturers have begun to differentiate their sales, introducing on the world market, alongside the traditional product, the e-cig, i.e., a device that heats a liquid containing a mixture of products and flavors together with nicotine. E-cigs create and maintain addiction, masking the bad taste and quelling coughs with special components. According to the manufacturers, the e-cig would constitute a “harm reduction” compared to traditional cigarettes because the toxicity of tobacco combustion products would be removed. This messaging has convinced many consumers, especially young people, to start “vaping” and to vape even in places where smoking is prohibited. They have also pressured governments to officially accept the concept of “harm reduction”. However, the Food and Drug Administration (FDA) in the U.S.A. has not accepted this thesis. They specified that, if it is true that e-cig eliminates the damage caused by the inhaling of tobacco combustion products, nevertheless vaporizing a liquid that contains a mixture of products not intended for vaping generates dangerous toxins.

The FDA declared that e-cig consumption causes “different, but not lesser harm”. It has also been shown that many e-cig and IQOS (heated tobacco) users, being addicted to nicotine, often become dual users of e-cigs and traditional cigarettes.

Finally, it should be noted that the use of e-cigs, like traditional smoking, is not allowed in public places and workplaces under Law no. 3 of 16 January 2003, art. 51 which states “Protection of non-smokers from passive smoking” and includes all fumes, including those from e-cigs and IQOS.

Confusing messages from manufacturers and so-called “scientific research” funded by them are successfully penetrating public consciousness. Moreover, global tobacco consumption has not significantly decreased, and thus the health damage from smoking and vaping has not been reduced. Many governments’ actions to protect public health are consistently feeble. Much remains to be done to combat the great evil of tobacco and its substitutes, especially addressing producers’ cynicism, their subtle art of defending their work, and their influence on governments and public opinion. On the 25th anniversary of its foundation (December 13th, 1999), the Italian Society of Tobaccology (SITAB), under the wise guidance of it past and current Presidents, must continue its scientific and ethical commitment to the health of all Italians.