Abstract
Tobacco industry documents reveal that music events have long been a part of strategies to position products within the spaces and lifestyles of young people. Recently, e-cigarette (vape) companies have also widely used this marketing strategy, including in New Zealand. In 2020, the New Zealand Government introduced legislation to prevent vape companies from sponsoring such events. One vape company that owns multiple popular vape brands has since introduced a novel approach to circumvent this policy by establishing a vape recycling entity that can sponsor events, enabling the company to retain its presence in this important market.