When vapes were first introduced to the market, they came in inconspicuous, black packaging that could easily be mistaken for a USB drive. Today, however, vapes come in a multitude of colors—neons, metallics, and pastels—and a variety of playful shapes. Its once-understated appearance has been replaced by visually striking devices that cater perfectly to the younger generations’ love for aesthetics.
This strategy appears to be highly effective. The prevalence of e-cigarette use among adolescents has skyrocketed. Globally, about 25 percent of adolescents have tried e-cigarettes, and 11 percent are current users.
According to the 2019 Global Youth Tobacco Survey, 14 percent—or one in every seven—Filipinos aged 13 to 15 years old are already using e-cigarettes. In public health, there is a strategy known as harm reduction, which focuses on reducing the health and social harms associated with substance abuse, acknowledging that complete abstinence might be difficult. E-cigarettes were initially promoted within the context of harm reduction as a safer alternative for people addicted to cigarettes and nicotine.
However, e-cigarette use has become wildly popular among nonsmokers. Data from the Centers for Disease Control and Prevention show that 40 percent of e-cigarette users are under 25, including many young users who never smoked before vaping. Tobacco products should not be marketed to young people but this is what the tactics of e-cigarette companies have undeniably .