UJ Institute for the Future of Knowledge

Vaping’s deceptive allure

In a world where trends come and go faster than the swipe of a finger, one trend that has captured the attention of adolescents and young adults worldwide, and in South Africa, is the use of electronic smoking devices (ESDs).

Marketed as a “cool”, stylish alternative to traditional smoking, these devices, including e-cigarettes and vapes, are often accompanied by an enticing vaping liquid that comes in an allure of fruity flavours: apple, banana, berries and grape, only to mention a few. Perhaps this explains why the fluid is conventionally called “vape juice”.

Masked in the vaping clouds lies a truth that needs to be unveiled – a truth that exposes the dire consequences of using ESDs such as vapes, as well as an elaborative deceptive architecture used to justify and defend it.


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