California Department of Health Launches Campaign Against E-Cigarettes

March 24, 2015|11:34 a.m.| ASTHO Staff

The California Department of Public Health (CDPH) has launched a new public health campaign highlighting the dangers of e-cigarettes. Using a series of television, digital, and outdoor ads, the “Wake Up” campaign is an educational effort to inform the public of the health risks and highly addictive properties of e-cigarettes.

The advertising campaign includes two television ads that feature songs from the 1950s and 60s and images portraying the health risks of e-cigarettes. One television ad (shown below) underscores the e-cigarette industry’s use of candy flavored ‘e-juice’ and products that entice the next generation to become addicted to nicotine. The second television spot emphasizes the dangers and addictiveness of e-cigarettes, while pointing out the fact that big tobacco companies are in the e-cigarette business. E-cigarettes are largely unregulated at the federal level and companies are not required to disclose what is in their products or how they are made.


“Our advertising campaign is telling the public to ‘wake up’ to the fact that these are highly addictive products being mass marketed,” says Karen Smith, CDPH director and state health officer. “California has been a world leader in tobacco use prevention and cessation since 1990, with one of the lowest youth and adult smoking rates in the nation. The aggressive marketing and escalating use of e-cigarettes threatens to erode that progress.”

CDPH recently released a report and health advisory highlighting areas of concern regarding e-cigarettes, including the sharp rise in e-cigarette use among California teens and young adults, the highly addictive nature of nicotine in e-cigarettes, the surge in accidental nicotine poisonings occurring in young children, and that secondhand e-cigarette emissions contain several toxic chemicals. Research shows that youth and young adults who use e-cigarettes are far more likely to also use traditional cigarettes and other tobacco products.

For more information see this press release from CDPH and this article from Time.