Korean Journal of Health Education and Promotion (보건교육건강증진학회지)

Korean Society for Health Education and Promotion (한국보건교육건강증진학회)
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Analysis on online marketing of tobacco product in Korea: current issues and future directions for tobacco control

온라인 담배 마케팅 분석을 통한 담배규제정책의 향후 과제 : 온라인 담배 판매 및 광고를 중심으로

  • Yang, Yu Seon (National Tobacco Control Center, Health Promotion Foundation) ;
  • Cha, Jung Lim (National Tobacco Control Center, Health Promotion Foundation) ;
  • Kong, Jae Hyung (National Tobacco Control Center, Health Promotion Foundation) ;
  • Hwang, Ji Eun (National Tobacco Control Center, Health Promotion Foundation) ;
  • Choi, Jung Mi (National Tobacco Control Center, Health Promotion Foundation) ;
  • Lee, Joung Eun (National Tobacco Control Center, Health Promotion Foundation) ;
  • Oh, Yu Mi (National Tobacco Control Center, Health Promotion Foundation)
  • 양유선 (한국건강증진개발원 국가금연지원센터) ;
  • 차정림 (한국건강증진개발원 국가금연지원센터) ;
  • 공재형 (한국건강증진개발원 국가금연지원센터) ;
  • 황지은 (한국건강증진개발원 국가금연지원센터) ;
  • 최정미 (한국건강증진개발원 국가금연지원센터) ;
  • 이정은 (한국건강증진개발원 국가금연지원센터) ;
  • 오유미 (한국건강증진개발원 국가금연지원센터)
  • Received : 2016.08.10
  • Accepted : 2016.12.15
  • Published : 2016.12.31
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Abstract

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.

Keywords

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