WASHINGTON, D.C. – A new study reveals some of the advertising tactics being used by tobacco and e-cigarette companies to market “emerging” products, such as e-cigarettes, snus, dissolvables, and chew. Recent research on tobacco advertising has generally focused on point-of-sale and retail displays, rather than other mediums such as magazines and direct mail.

As restrictions and taxes continue to increase on combustible tobacco products (cigarettes, loose tobacco, cigars), and as U.S. Food and Drug Administration regulation of tobacco is implemented, noncombustible tobacco products have the potential to become an increasingly large segment of the U.S. tobacco market.

The study found that, in total, roughly $20 million was spent advertising NCPs in the United States between June 1 and September 1, 2012. The largest portion of these advertising dollars was spent on direct-mail ads, primarily for smokeless products. Approximately 90% of the mailings including promotional offers or price discounts.

The greatest spend was on snus advertising with more than $9.6 million. Camel Snus was the most heavily advertised product among this group. Direct mail, most of which included promotional coupons, was the primary advertising channel for snus-related promotions.

E-cigarette ads were the most widely circulated; with the products primarily advertised through print, and television (television is a medium off- limits to advertisements for traditional tobacco products). Although there were a higher number of unique ads for smokeless products as compared to e-cigarettes, e-cigarette ads had the highest number of observations.

Since there are no regulations specifically addressing the advertising of e-cigarettes, researchers say advertising of NCPs could potentially reach millions of consumers, many of whom may be largely unfamiliar with the products advertised. “It is not yet known how such advertising is influencing the public’s perception or use of e-cigarettes;” said Donna Vallone, senior vice president for research and evaluation at Legacy, in a press release. “This study is really the tip of the iceberg, as e-cigarettes are being seen more and more in everyday life and in advertising and promotion. We envisage more research will be needed down the road to see how advertising tactics evolve and how the public reacts to advertising and promotion of these products.”