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http://dx.doi.org/10.14367/kjhep.2016.33.5.71

Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control  

Yang, Yu Seon (National Tobacco Control Center, Health Promotion Foundation)
Cha, Jung Lim (National Tobacco Control Center, Health Promotion Foundation)
Kong, Jae Hyung (National Tobacco Control Center, Health Promotion Foundation)
Hwang, Ji Eun (National Tobacco Control Center, Health Promotion Foundation)
Choi, Jung Mi (National Tobacco Control Center, Health Promotion Foundation)
Lee, Joung Eun (National Tobacco Control Center, Health Promotion Foundation)
Oh, Yu Mi (National Tobacco Control Center, Health Promotion Foundation)
Publication Information
Korean Journal of Health Education and Promotion / v.33, no.5, 2016 , pp. 71-81 More about this Journal
Abstract
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.
Keywords
online; marketing; tobacco sales; tobacco advertising; FCTC;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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