Reflections on Internet celebrity marketing: How can e-cigarette promotion avoid misleading teenagers?
Teenagers are in a critical stage of rapid physical and mental development. Nicotine and other harmful substances in e-cigarettes can cause irreversible damage to their brain development, cardiovascular system, etc. From past cases, some unscrupulous merchants and influencers package e-cigarettes in a fashionable and trendy way in pursuit of commercial interests, and even promote their false effects such as "health", which is extremely misleading to teenagers with weaker discernment.
As a responsible e-cigarette company, Sanlei firmly resists any promotional behavior that may induce teenagers. When cooperating with Internet celebrities, we will strictly review the cooperation plan to ensure that the promotion content does not hint or attract the youth group. For example, the promotion scene will not be chosen around the campus or in places where teenagers often gather; the promotional copy avoids using words such as "cool" and "trendy must-haves" that are easy to arouse the curiosity and follow-up of teenagers.
At the same time, we actively advocate that Internet celebrities clearly convey the correct information about e-cigarettes in the promotion. Emphasize to the public that e-cigarettes are not harmless, they still contain substances that are harmful to the human body, and are not suitable for non-smokers, especially teenagers. In addition, Internet celebrities are required to highlight the age limit when promoting, reminding consumers that they must be 18 years old (or the age specified by local regulations) to buy e-cigarettes.
We will also use the influence of Internet celebrities to spread public welfare content that stays away from the harm of e-cigarettes. For example, invite Internet celebrities to participate in the production of videos about the healthy lifestyle of teenagers, emphasize positive life elements such as exercise and healthy diet, and guide teenagers to establish correct values and stay away from bad temptations.
In the e-cigarette industry, compliance and responsibility are the cornerstones of our development. We will continue to optimize the internet celebrity marketing strategy, and while expanding the market, we will strictly adhere to the bottom line of protecting the health of young people and contribute to creating a healthy and orderly e-cigarette market environment.
