Just recently, vaping has skyrocketed in popularity as an alternative to traditional tobacco smoking. As a result of this growing popularity, vape brands such as Voopoo have embraced digital marketing with a mission to reach their target market. Despite this, the health concerns and appeal to minors have meant that the industry has been placed under scrutiny. Due to this, vape brands must do their utmost to carry out responsible marketing if they’re to face this challenging landscape. This means prioritising safety and adhering to legal and ethical standards, and these are outlined in further detail below.
Social Media Responsibility
Social media is one of the most powerful digital marketing tools; however, it can be difficult to regulate who engages with this form of content. Therefore, vape brands must do all they can to monitor their social media accounts and ensure they’re marketing responsibility.
When it comes to product promotion, responsible digital marketing can mean engaging with influencers. Despite this, it’s vital that the brand guarantees that the influencers’ content aligns with the non-negotiable responsible marketing practices. Similarly, brands should exclusively collaborate with influencers who cater to an adult audience. Meanwhile, it’s essential that the influencers promote vaping as an alternative to smoking while focusing on the harm reduction benefits of such.
Avoiding Youth-Oriented Themes
As previously mentioned, one of the biggest concerns surrounding vaping products is that they appeal to minors. Therefore, it’s unequivocally vital that vape brands don’t use marketing themes and materials that are youth-oriented. This means steering away from celebrity endorsements and cartoonish and colorful designs. Ultimately, the last thing that vape brands should be doing is glamorizing vaping.
When it comes to responsible digital marketing, there needs to be a lot more than simply product promotion. Instead, vape brands should make a conscious effort to provide valuable educational content about vaping. This includes the health advantages of making the switch from cigarettes to vapes and how to use vape products safely. Vape brands should be reliable sources of information within the vaping community, which can be achieved by way of informative infographics, videos, and blog posts.
Responsible marketing means not masking the dangers of vaping. Instead, vape brands should be completely transparent about the fact that vaping is by no means a healthy lifestyle choice. Brands should never encourage non-smokers to pick up vaping; in fact, they should actively discourage it. In addition to being candid about the health risks of vaping, vape brands should also detail usage instructions and product ingredients so that people can vape in the safest way possible. Not only does clear and honest communication promote safety, but it also works to build trust with consumers. This is down to the fact that it shows the brand is committed to the well-being of its customers.
Vape brands should work to target the right audiences, which includes people of legal smoking age and existing cigarette smokers. This can be achieved via tailored advertising campaigns in which demographic and behavioral data are assessed. From this, the risk of targeting minors and encouraging people who don’t smoke to vape is significantly reduced.
Age Verification Protocols
Perhaps the most important aspect of responsible digital marketing as a vape brand is to ensure that products aren’t accessible to minors. This can be achieved by ensuring that robust age verification protocols are put in place on websites and social media platforms. For instance, age gates can be implemented to require visitors to confirm their age before entering the site. Similarly, brands should work to regularly update their protocols in order to remain compliant with changing regulations and technological advancements.