Major Department

Marketing

College

College of Business

Degree

BBA (Bachelor of Business Administration)

Session and Year of Graduation

Fall 2020

Honors Major Advisor

John P. Murry, Jr.

Thesis Mentor

John P. Murry, Jr.

Abstract

The key objective of this research is to determine if health regulators can prohibit marketing products to children based on likely health outcomes without specifying the exact product (i.e., e-cigarettes) and business activity (i.e., advertising). My thesis illustrates how the vaping industry took a tobacco-derived product, e-cigarettes, and employed the same banned marketing activities that helped create the traditional cigarette industry to harm today’s consumers. My analysis directly compares banned marketing practices for cigarettes with ecigarettes regarding advertising, packaging, flavorings, endorsements, marketing campaigns, and targeting of the vulnerable youth population. The thesis will conclude by providing recommendations based on this analysis of how product regulations should be crafted to increase the effectiveness of new regulations to curtail their introduction and dangerous marketing rather than the current post hoc practice of writing regulations to minimize the harm caused by products already on the market.

Keywords

e-cigarette marketing, vaping marketing, tobacco regulations, tobacco marketing, vaping regulations, banned marketing tactics

Total Pages

35

Copyright

Copyright © 2020 Jacob Kaufman

Included in

Marketing Commons

COinS
 

URL

https://ir.uiowa.edu/honors_theses/359