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KMID : 0858820160330050071
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Journal of Korean Society for Health Education and Promotion
2016 Volume.33 No. 5 p.71 ~ p.81
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Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control
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Yang Yu-Seon
Cha Jung-Lim
Kong Jae-Hyung
Hwang Ji-Eun
Choi Jung-Mi
Lee Joung-Eun
Oh Yu-Mi
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Abstract
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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.
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KEYWORD
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online, marketing, tobacco sales, tobacco advertising, FCTC
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