The Control of Smoking Products for Public Health Bill 2023 was passed in 2023, with the regulations due to be announced in the third quarter of this year (2024).
It is hoped that some of these regulations will focus on undermining the sophisticated marketing efforts of the tobacco and vaping industry.
Despite stringent regulations in many countries, they continue to employ a wide array of tactics to promote their products, particularly among young and vulnerable populations.
Remove the displays
Point-of-sale (POS) displays in retail environments are a potent marketing tool for tobacco and vape products.
These displays often position products in prominent locations, making them highly visible to consumers.
These include those who had not intended to purchase the products, but might be tempted to make an impulse buy due to their easy availability.
Banning these displays is an effective strategy to reduce smoking and vaping by removing the visibility of products in everyday retail settings.
When products are stored out of sight – typically behind curtains or in closed cabinets – shoppers are less likely to make impulse purchases.
This is particularly important for current smokers who might be trying to quit, as seeing tobacco products can trigger cravings and weaken their resolve.
According to the World Health Organization (WHO), POS display bans, first introduced in Iceland in 2001, have seen reductions in tobacco sales as the products become less of a focal point in stores, leading to fewer spontaneous purchases.
POS displays not only target current users, but more importantly, also influence non-smokers and non-vapers.
This is especially true for youth, who are targeted via marketing gimmicks such as the use of vibrant colours, flavours and cartoon characters.
The visibility of tobacco and vaping products in stores normalises smoking and vaping, and can make it appear more acceptable or desirable.
By banning POS displays, retailers reduce the likelihood that young people will be exposed, thereby decreasing the chances of initiation.
Research from countries such as Ireland and Indonesia have demonstrated that POS displays do not affect retail sales in the short term, giving time for retailers to adjust and prepare.
This makes sense as existing consumers will continue to seek their preferred product, but non-smoking and non-vaping youth will be deterred from starting in the first place.
Protecting the digital space
As traditional advertising channels become increasingly restricted, the tobacco and vaping industry have turned to online and social media platforms to promote their products.
These digital spaces offer unique opportunities for targeted marketing, particularly to younger audiences who are more active online.
Online and social media platforms allow these companies to reach specific demographics through targeted ads, influencer partnerships and viral content.
These tactics often glamourise smoking and vaping, making them appear trendy or desirable, particularly to teenagers and young adults.
Young people are particularly susceptible to tobacco and vaping marketing, and the digital environment offers these industries a direct line to this demographic.
Influencers, hashtags and interactive content are often used to subtly promote tobacco and vape products, making them more appealing to youth.
Restricting these practices helps prevent young people from being exposed to content that encourages smoking and vaping, thereby reducing the likelihood of initiation.
A report released by the Campaign for Tobacco-Free Kids described how tobacco companies Philip Morris International and British American Tobacco are advertising nicotine products to youth on social media.
Some highlights include:
- The companies use a network of influencers and content creators to market their brands online.
- To maximise reach, impressions and a perception of authenticity, a mix of influencers are used: from those with 1,000 followers to celebrities with millions.
- The companies seek out influencers with a variety of interests and reach an expansive audience of young people who would otherwise not see nicotine content on social media.
As the government contemplates stricter policies for social media platforms in order to protect youth from cyberbullying and the greater public from misinformation, it should acknowledge the importance of protecting youth from a prolonged suicide by nicotine addiction.
Online marketing restrictions also help protect other vulnerable populations, including those with lower socioeconomic status or lower levels of education, who may be disproportionately targeted by marketing.
By limiting the ability of tobacco and vaping companies to reach these groups through digital channels, the government can reduce disparities in tobacco use and protect public health.
Keeping up the fight
The use of POS display bans and online marketing restrictions are powerful tools in the fight against tobacco use.
By undermining the marketing and product placement efforts of the tobacco industry, these measures help reduce the appeal and accessibility of tobacco products, particularly to young and vulnerable populations.
Together, they create an environment where smoking is less visible, less socially acceptable and less desirable, leading to lower smoking rates and improved public health outcomes.
Dr Helmy Haja Mydin is a consultant respiratory physician and Social & Economic Research Initiative senior policy advisor. For further information, email starhealth@thestar.com.my. The information provided is for educational and communication purposes only. The Star does not give any warranty on accuracy, completeness, functionality, usefulness or other assurances as to the content appearing in this column. The Star disclaims all responsibility for any losses, damage to property or personal injury suffered directly or indirectly from reliance on such information.
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