Hundreds of potential candidates have applied for the vape industry’s first ever Chief Misinformation Officer job, according to the employer who created the role.
The job vacancy was opened through quit smoking missionaries, Riot Labs, in a bid to tackle the “flood” of misinformation on vaping in recent months.
Since the job advert went live on Indeed and the Riot Labs careers page, over 200 prospective hires have applied for the role.
The “unprecedented” number of applications has been fuelled by influencers and KOLs, or Key Opinion Leaders, in the vape sector re-posting and sharing the job according to Riot Labs CEO Ben Johnson, who added:
“This is all part of our Riot Activist work to stand up for the vape sector and it’s clear the role we’re hiring for has struck a nerve within the industry. People are sick of having vape misinformation shoved down their throats.
“Lightweight research, unpublished reports that aren’t peer reviewed, and opinion pieces lacking facts are flooding into mainstream media and misleading adult smokers trying to quit.
“It’s a massive issue that will impact the long term health of smokers, which is why we felt the industry needs a Chief Misinformation Officer to fight for the vape sector.”
Since the Chief Misinformation Officer role went live at the start of the month, dozens of KOLs in the sector have reposted the advert including the head of the UKIVIA, John Dunne and Counterfactual founder, Clive Bates.
The successful applicant will be responsible for monitoring false information in the media, tracking and dissecting the latest studies, and drawing attention to misinformation to help provide a balanced counter argument for the benefit of the public - specifically adult smokers trying to quit.
Riot Labs confirmed the application process is still open and the company intends to have the role filled with the perfect candidate for the start of the summer - as the UK braces for more vape legislation including the June 1st disposables ban.
Johnson, who founded Riot Labs in 2016, revealed the idea for the new job role was a reaction to a story that hit the mainstream in February on the “deadly” effects of vaping. The Chief Misinformation Officer role aligned perfectly with the company’s Riot Activist campaign work that sees them stand up for the vape sector and protect adult smokers trying to quit.
The damaging story was based on research from Manchester Metropolitan University, which Johnson says was “misleading”, adding: “Dig a little deeper and readers would find the cohort for the study was based on 20 vapers, wasn’t peer reviewed and was conducted over 3-months - nowhere near long enough to reach a solid conclusion.
“This stuff makes great mainstream headlines but it’s misleading and the vape sector should be fighting back to call it out.”
The Office for Health Improvement and Disparities, formerly Public Health England, backs vaping as the best tool for adults to quit smoking and is proven to be 95 per cent less harmful than cigarettes, while vaping is considered a vital tool to help achieve the government's own target of being SmokeFree by 2030.
The current “tsunami of vape misinformation in circulation is preventing access to reliable sources of information for those looking to quit”, claims Johnson, who added: “The successful candidate for the Chief Misinformation Officer role needs to be ready to roll up their sleeves and stand-up for retailers and consumers in the fight against vape misinformation.”
