电子烟广告“吹牛”成瘾 烟民质疑



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中国电子烟资讯消息:近年来,形形色色的电子烟频现市场。相关媒体记者从工商部门了解到,针对电子烟产品的投诉也与日俱增,而且投诉内容几乎一致。业内人士指出,“身份模糊”,监管头绪没有理顺,是造成国内电子烟市场乱象丛生的主要原因。
投诉激增,电子烟产品广受质疑
林先生是个“老烟枪”,前段时间在家人劝说下决定戒烟。他看到一种“清毒烟”产品广告,称通过吸这种电子烟产品,可以“100%清干净体内烟毒,戒烟成功,7天无效退款”。
林先生花326元购买了一款产品,但抽了一段时间,他发现并没能成功戒烟,随后他以“产品没有效果”为由向建邺区消费者协会投诉。
在建邺区消协,电子烟是近期投诉热点。统计显示,近两个月,建邺消协接到类似投诉8起,投诉涉及真味如烟、贵度清毒烟、轻度如烟等多个品牌。
据不完全统计,今年以来,南京市各级消协已接到针对电子烟产品的咨询、投诉近百起,消费者投诉内容主要集中在“使用无效”上。
宣传大胆,可仿“中华”口味、拥有古代秘方
记者了解到,电子烟产品往往由烟枪、烟弹等组成,以仿真气雾的方式向使用者提供低于传统香烟的微量尼古丁,烟雾中不含有焦油等有害物质,使烟民逐渐降低使人上瘾的尼古丁吸入量,直至戒烟成功。
电子烟产品从在国内亮相起,就吸引了众多烟民注意,市场潜力巨大。最早在国内市场发力的电子烟——“如烟”,在销售高峰时号称每月销售额7000万元。
巨大的市场蛋糕,引来众多厂商争抢分食。记者了解到,在国内的电子烟市场,起码有数十个品牌参与混战,产品定价从一两百元到上千元不等。为了争抢市场,一些电子烟产品广告用语颇为“大胆”。
例如,一款电子烟称“美国断货、欧洲疯订、日本售罄,签约保证三疗程清除烟毒成功戒烟”,还有的电子烟称可以模仿中华、玉溪等数十种香烟口味……当然,各种电子烟都宣称可以控烟、戒烟。
此外,从名称上看,电子烟有“替烟”、“清毒烟”等各种名称,从类型上又分“轻度”、“真味”、“一品”,烟的形态有烟棒、烟水、烟膏、烟油、烟弹等。各种电子烟均宣称有古代秘方、解毒材料,或是采用高科技材料、拥有国际认证专利。
身份模糊,监管体制亟待理顺
业内人士介绍,电子烟在国外,大多以“医疗器械”或“更健康的烟草替代品”出现,身份明确,监管严格。例如,在瑞士销售的“如烟”,以“更健康的烟草替代品”形象出现,但没有宣扬其戒烟功效。在澳大利亚,“如烟”等产品只销售不含尼古丁的烟弹。
但电子烟在国内身份模糊:烟草专卖部门认为其含有尼古丁,应纳入烟草类产品监管;有专家认为电子烟有一定控烟功效,应属于医疗器械,由药监部门监管;也有部门认为,电子烟戒烟功效说不清,只能视为普通产品,由质监部门监管。
记者了解到,前段时间,药监部门曾明确,电子烟目前不作为医疗器械监管。这意味着其广告宣传不会按照医疗器械广告规定进行管理。而工商部门在接 受记者采访时表示,电子烟所称拥有古代秘方、解毒材料,根本无从考证。类似“7天戒烟”的绝对化承诺,涉嫌夸大宣传,已违反《广告法》有关规定。
“电子烟属于新生事物,其产品身份、监管部门需要进一步明确,监管体制也要理顺。”一名药监人士说。
消协提醒市民,电子烟产品市场混乱,消费者要谨慎消费。且目前电子烟大多通过网购、直销等方式销售,消费者遇到纠纷维权难度很大。
专家:电子烟非主流戒烟方式
“电子烟逐渐减少尼古丁从而帮助烟民戒烟的方法,不无道理。”省人民医院呼吸科专家殷凯生昨天表示,烟民尤其是吸烟较多的人群在刚戒烟时,最好采取逐渐减少尼古丁摄入量的方法戒烟。
不过,殷凯生认为,电子烟的效果究竟有多大,是不是如广告宣传的那样神奇,目前还不好说。尤其是一些电子烟宣称有多高的戒烟成功率,目前还没有权威证据来支撑。
他表示,国际上流行的主流戒烟方法包括心理治疗和药物辅助治疗等,并没有电子烟的地位。“另外,电子烟仍然向烟民提供尼古丁,也可能会导致烟民产生依赖性,如果烟民过量摄入,仍然会有危害。”
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