Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control
Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control
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韩国烟草制品网络营销分析：控烟现状与未来方向
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
Yumi Oh
中科院分区：
文献类型：
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作者：
Yu Seon Yang;Jung Lim Cha;J. Kong;Ji;J. Choi;Joung;Yumi Oh
目的：烟草营销鼓励非吸烟者，特别是青少年开始吸烟，并阻碍吸烟者或试图戒烟者的戒烟意图。《世界卫生组织烟草控制框架公约》第13条要求全面禁止烟草广告、促销和赞助。韩国在2005年加入了公约，并部分履行了公约的规定。然而，网络营销法规仍然不够完善。方法：根据国内外相关法规，设计烟草网络营销监测机制，对1404个网站进行研究，了解韩国烟草网络销售和广告的现状。结果：本研究发现，烟草制品的网上交易是公然进行的，同时带有香料和误导性描述的烟草广告也很普遍。此外，网上烟草营销促进了青少年获得烟草制品，广告和促销活动使他们毫无困难地购买烟草。结论：防止网上烟草广告和促销的根本途径是禁止网上销售烟草，并定期进行合规监测。韩国政府应该考虑建立对网络烟草广告的官方监控系统，然后全面禁止“tap”，以履行《烟草控制框架公约》缔约方的义务。
Objectives: Tobacco marketing encourages smoking initiation of non-smokers, especially adolescents, and it hinders quit intention of those who smoke or who attempt to quit smoking. Article 13 of the WHO Framework Convention on Tobacco Control(WHO FCTC) requests a comprehensive ban on tobacco advertising, promotion and sponsorship(TAPS). Ratified the Convention in 2005, Korea has partially implemented the provisions. However, online marketing regulations are still insufficient. Methods: Based on relevant national and international regulations, this research designed monitoring mechanism for online tobacco marketing and studied 1,404 websites to identify current situation of online sales and advertisement of tobacco in Korea. Results: This study found that online trade of tobacco products are overtly conducted, while tobacco advertising with flavoring and misleading descriptors are also prevalent. Also, online tobacco marketing facilitate adolescents’ access to tobacco product and that advertising and promotion activities lead to tobacco purchase without difficulties. Conclusions: Fundamental solution to prevent online tobacco advertisement and promotion is banning online sales of tobacco and conducting a regular monitoring for compliance. Korean government should consider establishing an official surveillance system for online tobacco advertisement, followed by a comprehensive ban on TAPS to fulfill its obligation as a Party to the FCTC.