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NEW YORK: Electronic cigarettes may be a creation of the early 21st century, but critics of the devices say manufacturers are increasingly borrowing marketing tactics that are more reminiscent of the heady days of tobacco in the mid-1900s.
With US smokers buying e-cigarettes at a record pace — annual sales are expected to reach $1.7 billion by year's end — e-cigarette makers are opening their wallets wide, spending growing sums on TV commercials with celebrities, catchy slogans and sports sponsorships.
Those tactics can no longer be used to sell tobacco cigarettes, but are readily available to the ecigarette industry because it is not covered by the laws or regulations that affect the tobacco cigarette industry. The e-cigarette industry is also spending lavishly on marketing methods that are also still available to their tobacco brethren, including promotions, events, sample giveaways and print ads.