Could this be the end for digital cigar media? An editorial.

It hit like a rock.

Could this be the beginning of the end for digital cigar media, social cigar networks, and online cigar marketing?

Earlier this year, the FDA commissioned "Consensus Study Report on Premium Cigars: Pattern of Use, Marketing and Health Effects" opened up a new chapter in the long and winding story of impending regulation of cigars in the United States. While the premium cigar industry swallowed the bitter pill with mixed feelings and feedback, one alerting aspect, in particular, pushed its way to the forefront: the looming threat to online cigar media. 

Chapter Four of the NASEM study put the spotlight on “Cigar Marketing and Perceptions”, specifying that “there is conclusive evidence that premium cigar companies have online and social media presences not captured by traditional methods of tracking marketing expenditures.” 

Our contributing author Macy D. Hanson, attorney at law and avid cigar lover wrote a detailed analysis of the NASEM report and the potential outcomes (it's a highly interesting article well worth your time).

Amongst other things, the study "recognizes the highly effective nature of tobacco advertising and promotion on use behaviors that in turn affect the health consequences of cigars.” One prime example, in the eyes of NASEM, has been the release of the most prominent cigar publication: "The cigar market was fairly stagnant until the release of Cigar Aficionado in the fall of 1992; Cigar Aficionado expanded the popularity of cigars, helped launch new magazines, and promoted premium cigars in news stories and at social events.” 

It is widely acknowledged by the cigar enthusiast community that Cigar Aficionado indeed initiated a paradigm shift. The other, more recent disruptive evolution has been the arrival of social media. 

While the former greatly promoted the lifestyle and culture around these unique products, the latter propagated a more consumer-driven, community-centric movement, making premium cigars accessible to a wider audience. In retrospect, the surge of both traditional and online media not only propelled education and entertainment, but also brought the premium cigar world closer, enabling direct streams of communication, marketing, and sometimes even sales. 

In this regard, the NASEM report's conclusion that “marketing and promotion of tobacco products is a critical component of sales strategies and still influence their sale and use", seems valid. It could even be described as the underlying force for both the first boom during the 90s, as well as the current rise in cigar enjoyment.

Digital Darwinism, an era where technology and society are evolving faster than businesses can naturally adapt, creates not only winners. For premium cigars, though, the platform economy has been beneficial for the most part, from manufacturers, and retailers to the end consumer: building communities, creating educational programs, and sharing information. Especially after banning direct sales of cigars through Facebook groups and other social media channels, these platforms primarily serve as unifying tools for the already rather slim 1-percent-of-the-population-niche.

To be clear: every community and communication platform experiences a promotional connotation at some point. The boundaries of pure unintentional content creation, influencer marketing, and blunt sales pitches have become somewhat fluent. 

At times it feels like we all still live under the assumption that social media are a gift of the gods, sources of endless information, banter, and advertising space, free of charge, of course. In 2022, more and more individuals and companies have to realize - primarily due to a stark drop in organic reach - that the dream of a free-lunch-social web has been shattered. 

The result is a delicate balancing act for everybody involved. For the Facebooks and Googles of this world, it's ice-cold business. For the regulatory entities, trying to restrict any proliferation of tobacco-related matters, these outlawed germ cells of free speech need to be put on a short leash. 

As a matter of consequence, Macy D. Hanson concluded that online media, in particular, will earn a place on the chopping block of federal regulation with the FDA."

“This could jeopardize the whole industry and its various stakeholders. ”

Overnight, the most important, personal, community-driven communication platforms for the premium cigar world could be shut down. Whether the FDA creates social-media-related restrictions or Youtube, Instagram and Co simply decide to ban all tobacco content themselves: the tragic results for passionados would be the same. 

Certain boutique cigar brands, heavily dependent on their out-of-home marketing and direct-to-consumer online presence, would be fighting for their existence. Media outlets and independent entrepreneurs (not to use the term "influencer") would lose their livelihood and professional basis altogether. 

Of course, if and when this looming threat will turn into reality is mere speculation at this moment in time. In any case, the industry has to prepare and find alternative pathways in anticipation of this slap. The writing is on the wall! 

Some companies have started setting up their own, independent social webs, similar to ye ol' forums and message boards. The Light 'em Up GO application is such a tool for the industry to find new save heavens of peaceful coexistence, even in a world after cigar social media. 

First and foremost, the fight for our rights and our freedom is more important than ever. As Macy D. Hanson put it: "the First Amendment needs to become a focal point of the fight for the rights of premium cigar smokers and brands." His call to action can not be emphasized enough: "All premium handmade cigar manufacturers, brands, distributors, retailers, and consumers: we must vigorously support the legal and lobbying fight of the CRA/CAA/PCA/CROW against overreach on the part of the FDA in implementing its future regulations of the premium cigar industry. This means financial support, especially."

Secondly, the cigar world needs to prepare for a new normal where tobacco and cigar content are being banned from public digital platforms, online media, and social media in particular. 

Light 'em Up's mission has always been to build bridges amongst cigar enthusiasts, foster camaraderie, and strengthen the community, no matter how challenging the circumstances. Continue fighting for your rights, and continue enjoying premium cigars.

Let's light 'em up together.