Autor: |
Hardie L; School of Population Health, University of Auckland, Auckland 1142, New Zealand., McCool J; School of Population Health, University of Auckland, Auckland 1142, New Zealand., Freeman B; School of Public Health, The University of Sydney, Camperdown, NSW 2006, Australia. |
Jazyk: |
angličtina |
Zdroj: |
International journal of environmental research and public health [Int J Environ Res Public Health] 2023 Jan 19; Vol. 20 (3). Date of Electronic Publication: 2023 Jan 19. |
DOI: |
10.3390/ijerph20031897 |
Abstrakt: |
E-cigarette companies claim their products are key to improving health outcomes by providing smokers with lower-risk alternatives. However, the rapid uptake of e-cigarettes among young people has prompted concern about company marketing practices. In 2019, there was no legislation to govern e-cigarette marketing in New Zealand. This period provides an ideal context for examining how e-cigarette companies promoted their products before the introduction of marketing regulations. We conducted a content analysis of the Instagram accounts of five prominent e-cigarette retailers based in New Zealand during 2019-2020. We assessed health- and risk-related claims and marketing techniques. Less than 10% of Instagram posts refer to smoking alternatives or risk of nicotine addiction. E-cigarette devices were more likely to be promoted for stylistic features such as colours and ease of use (29.7%). Music festival sponsorship (19.1%), social media influencers (9.2%), and lifestyle marketing (41.5%) were identified as youth-oriented promotional strategies. E-cigarette retailers claim to promote harm-reduction tools to smokers, yet this study finds few references to smoking alternatives in any content. Instead, retailers utilised strategies to engage with a young audience, including festival sponsorship and stylish influencers. This youth-oriented marketing, in combination with weak and delayed government action, may have contributed to the high use of e-cigarettes among young New Zealanders. |
Databáze: |
MEDLINE |
Externí odkaz: |
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