The World Health Organization (WHO) has released a report written by Robert K. Jackler, Divya Ramamurthi and Cindy Chau (Stanford Research into the Impact of Tobacco Advertising), and Ranti Fayokun (Tobacco Free Initiative, Department of Health Determinants, Promotion and Prevention, WHO).
Exposing marketing tactics and strategies driving the global growth of nicotine pouches
"Key messages of the report are:
• The global market for nicotine pouches is growing rapidly.
• Nicotine pouches can be highly addictive; furthermore, some have high concentrations of nicotine, and some increase the speed and intensity of nicotine delivery (e.g. “pearls technology”).
• Labelling of nicotine content is not standardized and can be confusing and misleading.
• Some nicotine pouch packaging mimics popular candy products and contain high nicotine levels. If they are ingested by children, they can pose a lethal risk.
• Nicotine pouches often contain various youth-appealing flavours (e.g. sweet, fruity, mint/menthol), such as Cherry Punch and Frosted Apple, and candy-like flavours (e.g. “bubble gum” and “gummy bears”), which are particularly attractive to children.
The flavours of numerous alcoholic drinks are also used, marketed as “After dark”.
• Nicotine pouches often promote high-intensity nicotine and flavours with slogans such as “nicotine like never before” and visual depictions of the user experiencing a cooling effect.
• Nicotine pouches are aggressively marketed and promoted to young people.
– They are heavily advertised on youth-frequented social and digital media platforms, including through influencers.
– They are frequently promoted with youthful themes, including fun times with friends, romance and sports.
– They are often promoted for “discreet” or stealthy use, making it difficult to detect by parents or teachers, and as a way of breaking the rules.
– Manufacturers of nicotine pouches commonly sponsor youth-oriented events, where nicotine pouches and branded merchandise are distributed by attractive, young “brand ambassadors”.
• Nicotine pouch advertisements often use the tobacco industry’s “playbook” for marketing conventional tobacco products, such as cigarettes, including:
– “lifestyle marketing” and “identity marketing”, the message sometimes portraying how a consumer wishes to be perceived by others;
– depictions of nicotine pouches as “modern” and “high-tech”; and
– portrayal of nicotine pouches as boosting energy when the user is tired and helping the user to relax when stressed. Marketers call this “elasticity of meaning”, depicting the product as something that works for everyone in any situation.
• Nicotine pouch manufacturers market and associate their brands with holidays (e.g. Christmas) and cultural symbols (e.g. patriotism) to evoke happy times and celebrations.
• Messaging in nicotine pouch advertisements can appear contradictory, expressing opposing views; however, this is carefully crafted and tailored to different target groups, such as:
– co-marketing of a nicotine pouch brand with promotion of a flagship cigarette (or other tobacco) brand, while also marketing of nicotine pouches and conveying anti-cigarette messaging (e.g. “goodbye smoke smell”).
• Nicotine pouches are marketed with unsubstantiated claims that they aid smoking cessation and/or in ways that undermine quit attempts.
• Nicotine pouches are often promoted as a product for “Anytime, Anywhere”, with images of places in which smoking is not allowed. This marketing tactic can encourage dual use, hinder cessation attempts and undermine regulations prohibiting smoking or use of other tobacco and related products in public places.
• There is insufficient national action, whereby nicotine pouches commonly fall through regulatory gaps and thus either un- or lightly regulated.
• WHO calls for a comprehensive approach to tobacco control, covering the full spectrum of tobacco and related products, including nicotine pouches, and closing regulatory loopholes. "
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