Promoting New Tobacco Products in Social Media in Pandemic Times
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Data de Publicação: | 2020 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Revista Brasileira de Cancerologia (Online) |
Texto Completo: | https://rbc.inca.gov.br/index.php/revista/article/view/1108 |
Resumo: | Introduction: Sophisticated marketing strategies are used to attract young consumers to smoking and promote social acceptance of tobacco use. In Brazil, advertising and sales of electronic smoking devices (ESD) are banned since 2009, but initiatives have been detected recently to promote these products in the social media. Objective: To register and analyze marketing strategies for tobacco products on social media during the pandemic of coronavirus disease 2019 (COVID-19). Method: Through a qualitative approach, this study analyzed the use of the social network Instagram by ESD users and sellers, especially stickers created by the applicative during the COVID-19 pandemic period. Results: The Instagram sticker was used improperly and favored the advertising and promotion of ESD in the social network by its users, despite the prohibition by the Brazilian legislation. Conclusion: The social network has a high degree of allegiance, 33% of its users are aged between 13 and 24 years old, an age group targeted by the tobacco industry and sellers of ESD marketing strategies. In addition to holding who made the post accountable, Instagram’s co-responsibility must be considered for upholding this type of initiative. |
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Promoting New Tobacco Products in Social Media in Pandemic TimesLa Promoción de Nuevos Productos de Tabaco en las Redes Sociales a la Luz de la PandemiaA Promoção de Novos Produtos de Tabaco nas Redes Sociais à Luz da PandemiaTabagismoSistemas Eletrônicos de Liberação de NicotinaProdutos do TabacoPublicidade de Produtos Derivados do TabacoTobacco Use DisorderElectronic Nicotine Delivery SystemsTobacco ProductsTobacco-Derived Products PublicityTabaquismoSistemas Electrónicos de Liberación de NicotinaProductos de Tabacoublicidad de Productos Derivados del TabacoIntroduction: Sophisticated marketing strategies are used to attract young consumers to smoking and promote social acceptance of tobacco use. In Brazil, advertising and sales of electronic smoking devices (ESD) are banned since 2009, but initiatives have been detected recently to promote these products in the social media. Objective: To register and analyze marketing strategies for tobacco products on social media during the pandemic of coronavirus disease 2019 (COVID-19). Method: Through a qualitative approach, this study analyzed the use of the social network Instagram by ESD users and sellers, especially stickers created by the applicative during the COVID-19 pandemic period. Results: The Instagram sticker was used improperly and favored the advertising and promotion of ESD in the social network by its users, despite the prohibition by the Brazilian legislation. Conclusion: The social network has a high degree of allegiance, 33% of its users are aged between 13 and 24 years old, an age group targeted by the tobacco industry and sellers of ESD marketing strategies. In addition to holding who made the post accountable, Instagram’s co-responsibility must be considered for upholding this type of initiative.Introducción: Se han utilizado sofisticadas estrategias de marketing para atraer a los jóvenes a fumar y promover la aceptación social del tabaquismo. En Brasil, la prohibición de la publicidad de dispositivos electrónicos para fumar (DEF) se contempla legalmente desde 2009, sin embargo, se detectaron esfuerzos para promocionar estos productos en las redes sociales Objetivo: Registrar y analizar acciones de marketing de productos del tabaco en las redes sociales durante la pandemia del coronavirus 2019 (coronavirus disease 2019 – Covid-19). Método: Utilizando un enfoque cualitativo, este estudio analizó el uso de la red social Instagram por parte de los usuarios y vendedores de DEF, especialmente el uso de stickers creadas por la aplicación durante el período pandémico de la enfermedad por Covid-19. Resultados: El adhesivo de Instagram se usó de manera ilegal e hizo posible la publicidad y promoción de DEF en una red social, a pesar de la prohibición de la normativa brasileña. Conclusión: La red social tiene un alto grado de participación de jóvenes: el 33% de los usuarios tienen edades comprendidas entre 13 y 24 años, grupo de edad blanco de las estrategias de marketing de la industria tabacalera y comerciantes de DEF. Además de la responsabilidad de la persona que lo publicó, se debe considerar la corresponsabilidad de Instagram, ya que no actúa en contra de este tipo de iniciativa.Introdução: Sofisticadas estratégias de marketing têm sido utilizadas para atrair o público jovem para o consumo de produtos fumígenos e promover a aceitação social do tabagismo. No Brasil, a venda e publicidade de dispositivos eletrônicos para fumar (DEF) é proibida desde 2009, mas foram detectadas iniciativas para promover esses produtos nas redes sociais. Objetivo: Registrar e analisar ações de marketing de produtos de tabaco nas redes sociais durante a pandemia da doença pelo coronavírus 2019 (coronavirus disease 2019 – Covid-19). Método: Por meio de uma abordagem qualitativa, este estudo analisou a utilização da rede social Instagram por usuários e comerciantes de DEF, especialmente o uso de stickers criados pelo aplicativo no período da pandemia de Covid-19. Resultados: O adesivo do Instagram foi usado indevidamente e possibilitou a propaganda e a promoção de DEF em rede social por parte de seus usuários, apesar da proibição das normas brasileiras. Conclusão: A rede social apresenta alto grau de engajamento e tem 33% dos usuários em idade entre 13 e 24 anos, faixa etária alvo das estratégias de marketing da indústria do tabaco e comerciantes de DEF. Além da responsabilidade de quem realizou a postagem, há que se considerar a corresponsabilidade do Instagram ao não coibir esse tipo de iniciativa.INCA2020-08-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://rbc.inca.gov.br/index.php/revista/article/view/110810.32635/2176-9745.RBC.2020v66nTemaAtual.1108Revista Brasileira de Cancerologia; Vol. 66 No. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-1108Revista Brasileira de Cancerologia; Vol. 66 Núm. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-1108Revista Brasileira de Cancerologia; v. 66 n. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-11082176-9745reponame:Revista Brasileira de Cancerologia (Online)instname:Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA)instacron:INCAporenghttps://rbc.inca.gov.br/index.php/revista/article/view/1108/716https://rbc.inca.gov.br/index.php/revista/article/view/1108/788Copyright (c) 2020 Revista Brasileira de Cancerologiainfo:eu-repo/semantics/openAccessCoutinho Marques de Pinho, MarianaRusso Riva, Maria Paulade Souza Cury, Laura Andreis, Mônica2023-05-04T19:42:40Zoai:rbc.inca.gov.br:article/1108Revistahttps://rbc.inca.gov.br/index.php/revistaPUBhttps://rbc.inca.gov.br/index.php/revista/oairbc@inca.gov.br0034-71162176-9745opendoar:2023-05-04T19:42:40Revista Brasileira de Cancerologia (Online) - Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA)false |
dc.title.none.fl_str_mv |
Promoting New Tobacco Products in Social Media in Pandemic Times La Promoción de Nuevos Productos de Tabaco en las Redes Sociales a la Luz de la Pandemia A Promoção de Novos Produtos de Tabaco nas Redes Sociais à Luz da Pandemia |
title |
Promoting New Tobacco Products in Social Media in Pandemic Times |
spellingShingle |
Promoting New Tobacco Products in Social Media in Pandemic Times Coutinho Marques de Pinho, Mariana Tabagismo Sistemas Eletrônicos de Liberação de Nicotina Produtos do Tabaco Publicidade de Produtos Derivados do Tabaco Tobacco Use Disorder Electronic Nicotine Delivery Systems Tobacco Products Tobacco-Derived Products Publicity Tabaquismo Sistemas Electrónicos de Liberación de Nicotina Productos de Tabaco ublicidad de Productos Derivados del Tabaco |
title_short |
Promoting New Tobacco Products in Social Media in Pandemic Times |
title_full |
Promoting New Tobacco Products in Social Media in Pandemic Times |
title_fullStr |
Promoting New Tobacco Products in Social Media in Pandemic Times |
title_full_unstemmed |
Promoting New Tobacco Products in Social Media in Pandemic Times |
title_sort |
Promoting New Tobacco Products in Social Media in Pandemic Times |
author |
Coutinho Marques de Pinho, Mariana |
author_facet |
Coutinho Marques de Pinho, Mariana Russo Riva, Maria Paula de Souza Cury, Laura Andreis, Mônica |
author_role |
author |
author2 |
Russo Riva, Maria Paula de Souza Cury, Laura Andreis, Mônica |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Coutinho Marques de Pinho, Mariana Russo Riva, Maria Paula de Souza Cury, Laura Andreis, Mônica |
dc.subject.por.fl_str_mv |
Tabagismo Sistemas Eletrônicos de Liberação de Nicotina Produtos do Tabaco Publicidade de Produtos Derivados do Tabaco Tobacco Use Disorder Electronic Nicotine Delivery Systems Tobacco Products Tobacco-Derived Products Publicity Tabaquismo Sistemas Electrónicos de Liberación de Nicotina Productos de Tabaco ublicidad de Productos Derivados del Tabaco |
topic |
Tabagismo Sistemas Eletrônicos de Liberação de Nicotina Produtos do Tabaco Publicidade de Produtos Derivados do Tabaco Tobacco Use Disorder Electronic Nicotine Delivery Systems Tobacco Products Tobacco-Derived Products Publicity Tabaquismo Sistemas Electrónicos de Liberación de Nicotina Productos de Tabaco ublicidad de Productos Derivados del Tabaco |
description |
Introduction: Sophisticated marketing strategies are used to attract young consumers to smoking and promote social acceptance of tobacco use. In Brazil, advertising and sales of electronic smoking devices (ESD) are banned since 2009, but initiatives have been detected recently to promote these products in the social media. Objective: To register and analyze marketing strategies for tobacco products on social media during the pandemic of coronavirus disease 2019 (COVID-19). Method: Through a qualitative approach, this study analyzed the use of the social network Instagram by ESD users and sellers, especially stickers created by the applicative during the COVID-19 pandemic period. Results: The Instagram sticker was used improperly and favored the advertising and promotion of ESD in the social network by its users, despite the prohibition by the Brazilian legislation. Conclusion: The social network has a high degree of allegiance, 33% of its users are aged between 13 and 24 years old, an age group targeted by the tobacco industry and sellers of ESD marketing strategies. In addition to holding who made the post accountable, Instagram’s co-responsibility must be considered for upholding this type of initiative. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-08-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbc.inca.gov.br/index.php/revista/article/view/1108 10.32635/2176-9745.RBC.2020v66nTemaAtual.1108 |
url |
https://rbc.inca.gov.br/index.php/revista/article/view/1108 |
identifier_str_mv |
10.32635/2176-9745.RBC.2020v66nTemaAtual.1108 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://rbc.inca.gov.br/index.php/revista/article/view/1108/716 https://rbc.inca.gov.br/index.php/revista/article/view/1108/788 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Revista Brasileira de Cancerologia info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Revista Brasileira de Cancerologia |
eu_rights_str_mv |
openAccess |
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application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
INCA |
publisher.none.fl_str_mv |
INCA |
dc.source.none.fl_str_mv |
Revista Brasileira de Cancerologia; Vol. 66 No. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-1108 Revista Brasileira de Cancerologia; Vol. 66 Núm. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-1108 Revista Brasileira de Cancerologia; v. 66 n. TemaAtual (2020): Temas atuais: Sars-CoV-2/Covid-19 e Câncer; e-1108 2176-9745 reponame:Revista Brasileira de Cancerologia (Online) instname:Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA) instacron:INCA |
instname_str |
Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA) |
instacron_str |
INCA |
institution |
INCA |
reponame_str |
Revista Brasileira de Cancerologia (Online) |
collection |
Revista Brasileira de Cancerologia (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Cancerologia (Online) - Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA) |
repository.mail.fl_str_mv |
rbc@inca.gov.br |
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