A Semafor Healthcare article by David Lim reports allegations from the Campaign for Tobacco-Free Kids that an R.J. Reynolds subsidiary is using colorful, scented mailers to promote fruit-flavored Vuse Pro vape pods in a manner critics compare to “scratch and sniff” cigarette advertising the company agreed to suspend about 20 years ago. The organization flagged the materials to state and federal authorities, alleging the marketing resembles tactics previously associated with youth appeal. Former FDA tobacco regulator Brian King, now the campaign’s executive vice president for U.S. programs, criticized the materials.
R.J. Reynolds said the mailers were sent only to existing adult nicotine consumers whose ages had been verified and who had opted in to Vuse communications. The company said its products are intended for adults and that preventing youth access is fundamental to its marketing practices.
