The Instagram page for “Pledge World” is filled with aspirational photos. What’s not apparent is that the photos are part of a brand campaign for a company that sells e-cigarettes, among other products -- and collects valuable data. - AlyssaNewcomb
found that from 2015 to 2018, Juul’s marketing “was widely distributed on social media channels frequented by youth, was amplified by hashtag extensions, and catalyzed by compensated influencers and affiliates.”
Ray Story, founder and CEO of the Tobacco Vapor Electronic Cigarette Association, a trade group that lobbies on behalf of e-cigarette companies, said that there is a significant difference between the social media efforts of Blu and Juul. “At the end of the day, Blu is owned by a tobacco company,” Story said. “They understand the rules, and they have a lot more to lose than gain if they mess up.”
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