How is the societal marketing concept related to the launching of e-cigarettes?answer please

Societal marketing is one of the many terms used to denote
socially responsible marketing that is based on concern for the ethical, environmental,
legal and social context of marketing activities and programs. Societal Marketing holds
that an organization's task is to determine the needs wants and interests of the target
markets and to deliver the desired satisfaction more effectively and efficiently in a
way that preserves or enhances the consumer's and society's well being (Kotler and
Keller p.22).

I am not aware of the nature of the
e-cigarettes or its marketing approach. However I would like to say that just the
selling of a product that is considered to be less harmful than some substitute product,
does not qualify the related marketing effort as societal marketing. For example, if the
company marketing the product is deliberately promoting a product based on exaggerated
claims of benefits, or is hiding some other harmful effects, it is definitely not
societal
marketing.

Reference:

Kotler,
P. and Keller K.P. (2006) Marketing Management, Pearson Education,
Delhi.