RESUMO
Background: The use of e-cigarettes is proliferating globally, especially among youth and even children. Marketing is a known risk factor for e-cigarette initiation, yet little is known of e-cigarette marketing on social media in low- and middle-income countries. This study compares e-cigarette social media marketing in India, Indonesia, and Mexico, three such countries with different regulatory environments. Methods: Instances of e-cigarette marketing on social media platforms were identified via the Tobacco Enforcement and Reporting Movement (TERM), a digital tobacco marketing monitoring system. Through systematic keyword-based searches, all tobacco marketing posts observed between 15 December 2021 and 16 March 2022 were included in the analysis. The final sample included 1,437 e-cigarette-related posts on Instagram, Facebook, Twitter, YouTube, and TikTok, which were systematically content analyzed by independent coders after inter-reliability (Cohen's Kappa K > 0.79) was established using a theory-derived codebook. The final data is represented in percentages and frequencies for ease of presentation. Results: We observed e-cigarette marketing online in all countries studied, yet there was variation in the volume of marketing and types of accounts identified. In India, where e-cigarettes were comprehensively banned, we identified 90 (6%) posts; in Mexico, where e-cigarettes were partially restricted, 318 (22%) posts were observed; and in Indonesia, where there were no restrictions, 1,029 (72%) posts were observed. In both India and Mexico, marketing originated from retailer accounts (100%), whereas in Indonesia, it was primarily product brand accounts (86%). Across countries, e-cigarettes were mostly marketed directly to sell products (India: 99%, Indonesia: 69% and Mexico: 93%), though the sales channels varied. Product features, including e-liquid flavors, device colors and technical specifications, was the most prominent message framing (India: 86%; Mexico: 73%; Indonesia: 58%). Harm reduction messaging was most popular in Mexico (8%) and was not common in Indonesia (0.3%) or India (0%). Conclusion: Our study provides important insights for tobacco control stakeholders on the evolving nature of e-cigarette marketing in low- and middle-income countries. It underscores the presence of e-cigarette marketing, including in countries where comprehensive regulations exist, and suggests the importance of continuous monitoring to keep up with industry practices and strengthen tobacco control stakeholder efforts to counter them.
Assuntos
Sistemas Eletrônicos de Liberação de Nicotina , Mídias Sociais , Adolescente , Criança , Humanos , Nicotiana , Indonésia , México , Reprodutibilidade dos Testes , MarketingRESUMO
Resumen Sin lugar a dudas, el tabaquismo continúa siendo la principal causa de enfermedad, discapacidad y muerte prematura a nivel mundial. Sin embargo, el advenimiento de los nuevos sistemas electrónicos de administración de nicotina (SEAN), entre los que destaca el cigarrillo electrónico, ha tenido un crecimiento explosivo y en algunos países ha desplazado a los cigarrillos de tabaco, especialmente entre los jóvenes que se sienten atraídos por sus llamativos sabores y por el despliegue de tecnología que se utiliza en su diseño y funcionamiento. Los SEAN surgieron inicialmente en 2003 como una supuesta ayuda para dejar de fumar, a 16 años de esta fecha no hay estudios clínicos que confirmen su superioridad sobre los medicamentos existentes para tal fin: terapias de reemplazo de nicotina, bupropión y vareniclina, ni sobre las terapias psicológicas como la racional emotiva y la cognitivo conductual. Por el contrario, se han acumulado gran cantidad de evidencias sobre el efecto deletéreo que tienen sobre la salud de los consumidores, el riesgo que representan es indudable y esto se confirma por reportes recientes de Centros de Control de Enfermedades de los Estados Unidos (CDC) que señalan 2,172 casos hospitalizados con enfermedad pulmonar aguda y 42 muertes por esta causa, siendo el 79% personas menores de 35 años. Este brote de enfermedad pulmonar ha determinado que se plantee la prohibición de los SEAN en Estados Unidos. Asimismo, la Food and Drug Administration (FDA) aprobó la venta de los cigarrillos híbridos o heets que utilizan tabaco calentado, los cuales ya están disponibles en nuestro país. No cabe duda de que como profesionales del área de la salud nuestra obligación es informar con evidencias científicas sobre los riesgos que representan los SEAN para sus consumidores, asimismo debemos aprender de la historia del tabaquismo para poder prevenir la morbimortalidad asociada con estos nuevos productos del tabaco.
Abstract Without a doubt, smoking continues to be the leading cause of disease, disability, and premature death worldwide. However, the advent of the new Electronic Administration Systems of Nicotine (SEAN), among which the electronic cigarette stands out, has had explosive growth and in some countries has depleted tobacco cigarettes, especially among young people who feel attracted by its striking flavors and the deployment of technology that is used in its design and operation. The SEANs initially emerged in 2003 as a supposed help to quit smoking, at 16 years from this date no clinical studies are confirming their superiority over existing medications for this purpose: nicotine, bupropion and varenicline replacement therapies, or over psychological therapies such as emotional and cognitive-behavioral rational. On the other side, a large amount of evidence has been accumulated on the deleterious effect they have on the health of consumers, the risk they represent is unquestionable and this is confirmed by recent reports from the Centers for Disease Control of the United States (CDC) that indicate 2142 hospitalized cases with acute lung disease and 42 deaths from this cause, 79% being people under 35 years. This outbreak of lung disease has determined that the ban on SEAN in the United States will be planted. Also, the Food and Drug Administration (FDA) approved the sale of hybrid cigarettes or "Heets" (Heat-not-burn tobacco products), which uses heated tobacco, and are now available in our country. There is no doubt that as health professionals, we must inform with scientific evidence about the risks that SEANs pose to their consumers, we must also learn from the history of smoking to prevent the morbidity and mortality associated with these new tobacco products.