Vapouround magazine VAPOUROUND MAGAZINE OCTOBER ISSUE19 - Page 59

“ “Though it will be widely celebrated, business owners and vaping advocates need to be aware that legalisation of vapourised marijuana will only be the beginning of its troubles.” frontier of expansion for the vape trade will see new legal and oppositional cans of worms opened. In this business, it’s never over. Even in countries where vaping has been legal for a while and the industry is thriving, it is constantly besieged by both well-meaning but misguided action, and outright sabotage. A lot of friction has come from the cut and paste approach tobacco control initiatives and groups apply to vaping. The most common line of attack lazily conflates nicotine with tobacco in a simplified pipeline or “gateway effect,” with tobacco control groups accusing the industry of getting children hooked first on its own products and later on smoking. For years, marijuana was the defining face of the gateway effect, with decades of propaganda telling us outright that it would lead to harder, lethal drugs. Vapourisers being used for marijuana use will attach additional baggage – namely, the baggage of moralising and panics we’ve seen hurled at the drug for decades. This has an overseas knock-on-effect to consider. Vapers in less marijuana-friendly countries will also need to brace themselves for a slew of new, unpleasant accusations about the activity. For example, in parts of the US, where the drug remains heavily demonized, we should expect the charge of vaping as an “enabler of pot use” to be raised at some point. Packaging restrictions will be another hurdle. The European Market is still recovering from the TPD and will undoubtedly see new regulation as CBD steps up and experts begin to mull treating mods as medical products. In such a market, it’s only a matter of time before certain THC concentrates are marketed using rhetoric and branding styles associated with vaping. The Cannabis Act 2018 will prohibit the kind of flash and flair that made e-liquid and mod packaging what it is today; outlawing fluorescent and metallic colours, keeping label and packaging backgrounds the same colour, and limiting artwork to one brand name and one additional “brand element” such as a slogan or logo, with limitations on size. But by far the biggest potential headache lies in the redefinition of vaping’s purpose and function, its mission. Unlike smoking or alcohol, vaping comes to us in the wake of a huge shift in consciousness concerning public health. The mid to late twentieth century saw a tremendous uptick in lung cancer cases and an indisputable rush of evidence linking it to cigarette smoking. It’s difficult to imagine smoking reaching its lofty heights in business and popular culture had we known the full extent of its effects at the time. For these reasons, in order to gain traction in the eyes of the public, any product facilitating nicotine consumption has to ingratiate itself to