I've just read an interesting interview with David Goerlitz.
For those who don't know, Goerlitz is the former Winston Man who jumped ship in 1988 and became a spokesman for tobacco control before concluding that the anti-smoking industry was as bad as – and possibly worse than – the tobacco industry he had previously worked for.
There's little in this latest interview he hasn't said before but it's a story worth repeating. For me however what stood out were his comments about vaping:
"I think, in a lot of ways, the vaping community has lost its way. Maybe it’s got too big, too fast.
"Everybody’s thinking about the latest gear, the next generation of gear, and it’s becoming a subculture. That’s pretty off-putting for the ordinary smoker who just wants an alternative to cigarettes.
"You walk into a vape shop and it’s really obvious that it’s a different culture. I don’t have any problems with that, but how does it look if you’re not familiar with it?
"There are a few million vapers in the USA now, but there’s also over 40 million people who’re still smoking. They’re not looking for a new hobby, or a new culture to join. They just want an alternative to cigarettes."
I disagree with the suggestion that every smoker just wants "an alternative to cigarettes" (the arrogance of some pro-vaping advocates continues to amaze!) but the rest of his analysis is spot on, I think, and certainly worth debating.
I've said similar things myself, albeit not so eloquently:
Most if not all of the vaping representatives at e-cigarette conferences tend to be ex-smoking vapers which makes them unrepresentative of many vapers, the majority of whom are (I believe) still dual users.
They are also unrepresentative in other ways – notably the type of products they use. We very much hope there is a niche for every product for which there is some consumer demand. Long-term however we believe that if the e-cigarette market is to grow substantially and attract more smokers to switch, the two essential factors will be cost and convenience.
Based on anecdotal evidence we also believe there are some aspects of the current pro-vaping advocacy that are actually driving some smokers away from e-cigarettes.
Apart from the fact that many pro-vaping advocates are paid up members of the anti-smoking industry, it's the evangelism of the vaping community that grates on a lot of people.
"Thanks to vaping," someone will tweet triumphantly. "I've been smoke-free for six months!"
To which other vaping advocates will respond:
"Brilliant."
"Nice to hear."
"Very well done."
"Congratulations!"
"Six years next month for me."
It's like Weightwatchers or Alcoholics Anonymous.
If I ever succeed in losing weight shoot me before I tweet:
"Twelves months since I quit alcohol/sweets/fizzy drinks. Two stone lighter and no double chin. Thanks for your support, guys!"
Perhaps it's me but I don't want to be part of a community (however well-meaning) whose members have 'seen the light'.
Unfortunately some ex-smoking vapers are like missionaries determined to preach the gospel and convert unbelievers.
It's not enough that they've successfully quit smoking. They want everyone else to quit too and, boy, is that off-putting.
Btw, just as I have nothing against punks or goths, I've absolutely no problem with a sub-culture that promotes vaping. It's just not for me and the same is true I imagine for many smokers, even those who want to quit.
So spare us the crusading zeal. If vaping activists really want e-cigarettes to go mainstream, listen to David Goerlitz:
David Goerlitz - the Winston Man talks tobacco and vaping (Black Note).