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Manufacturer control and retailer compliance Three-quarters of the retailers interviewed in one US study reported that manufacturers were in complete control of their tobacco displays and promotional materials.17 A retailer in another US study described the interaction with a manufacturer representative, reporting, its almost like its not my store I was overwhelmed, she [the representative] walks in one day and throws some books on my counter and tells me, Ill tell you what you are going to do.32 According to an interview in one US study, most retailers participate in multiple incentive programmes.29 In multiple studies, contracts were viewed as necessary evils for US retailers to stay in business,34 with one retailer reporting, We dont make a lot of money on cigarettes but we make a lot of money on displays.17 For this reason, retailers upheld contracts even though they were controlling and demanding.17 26 32 34 Theyre trying to control my business, a retailer reported in one study,17 and, Its not an offer, its a mandatory thing

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The global e-cigarette market is projected to grow from USD 22.5 billion in 2022 to USD 47.5 billion in 2028 at a compound annual growth rate (CAGR) of 13.5% during the forecast period 2023 to 2028