The de‐marketing of smokeless tobacco for harm reduction

Abstract

Purpose

The aim of this paper is to examine the confusion and misperceptions regarding the actual risk involved in smokeless tobacco use as an alternative nicotine delivery option for inveterate smokers.

Design/methodology/approach

The paper cites published research and current government guidelines to demonstrate misinformation on the part of some in the public health community.

Findings

The paper finds that smokeless tobacco is substantially safer than smoking and is a viable choice to increase smoking cessation for those unwilling or unable to quit.

Practical implications

The public is entitled to know the facts about nicotine and the truth about the actual risk levels involved in consuming various forms of tobacco.

Originality/value

Consumers are capable of making an informed choice for themselves regarding the risks of using smokeless tobacco if the truth is communicated to them.

Citation

Capella, M.L. (2007), "The de‐marketing of smokeless tobacco for harm reduction", Journal of Consumer Marketing, Vol. 24 No. 2, pp. 68-70. https://doi.org/10.1108/07363760710737067