‘Help Save The Planet One Bidi Stick At A Time!’: greenwashing disposable vapes
2021
Bidi Stick is a single use electronic cigarette (e-cigarette) launched in 2020 by Bidi Vapor.1 Distributed and sold online and in retail stores in the USA,2 the brand’s popularity is growing, with Bidi Stick sales comprising 28% of the disposable e-cigarette market in the fourth quarter of 2020.1 3 In their recent campaign ‘Bidi Cares,’ Bidi Vapor presents their company as the industry leader in environmental consciousness, protection, and care. Central to their marketing is greenwashing , a technique in which products or brands are portrayed as eco-friendly or natural.4–6 Cigarette7–10 and e-cigarette advertising11–14 have both leveraged greenwashing tactics, including cigarette advertisements (predominantly Natural American Spirit) describing their products as ‘natural,’ ‘additive-free,’ ‘organic;’15 16 using nature-related imagery;7–9 17 and highlighting pro-environment corporate social responsibility activities (eg, anti-litter campaigns)7–10 and e-cigarette advertisements touting their products as better for the environment than cigarettes14 and organic or natural.13 Although greenwashing tactics do not make explicit claims about a product’s health benefits or risk profile, they have nonetheless been linked to reduced harm perceptions18–26 and youth appeal.27 28 While analysing media surveillance for an …
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