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Sports, Gigs, and TikToks: Multi-Channel Advertising of Oral Nicotine Pouches

Sun, Tianze; Tattan-Birch, Harry; (2024) Sports, Gigs, and TikToks: Multi-Channel Advertising of Oral Nicotine Pouches. Qeios , Article UIRP1O.2. 10.32388/uirp1o.2. Green open access

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Abstract

Oral nicotine pouches, which contain fewer harmful constituents than traditional tobacco products, are being increasingly marketed and sold. In this paper, we use images we collected in Great Britain between 2021 and 2023, along with a social media scan of Instagram and TikTok in 2023 to analyse the marketing strategies of these pouches on three key marketing channels — online media, sports sponsorships, and out-of-home advertising. Findings reveal the extensive use of visually appealing content, influencer partnerships, and event sponsorships that are potentially targeting young and naive audiences. Despite this, survey data indicates that nicotine pouch use in Great Britain remains minimal. However, a notable shift in public health impact could arise if these marketing efforts start to bear more fruit. The study underscores the need for balanced policy measures that increase access to reduced harm alternatives for existing tobacco and nicotine users while minimising exposure to youth and non-users. Continuous monitoring and regulatory adjustments are essential to address the evolving landscape of nicotine pouch marketing.

Type: Article
Title: Sports, Gigs, and TikToks: Multi-Channel Advertising of Oral Nicotine Pouches
Open access status: An open access version is available from UCL Discovery
DOI: 10.32388/uirp1o.2
Publisher version: http://dx.doi.org/10.32388/uirp1o.2
Language: English
Additional information: This work is licensed under a Creative Commons Attribution 4.0 International License. The images or other third-party material in this article are included in the Creative Commons license, unless indicated otherwise in the credit line; if the material is not included under the Creative Commons license, users will need to obtain permission from the license holder to reproduce the material. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/
Keywords: Nicotine pouches, marketing strategies, youth, social media, snus.
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences > Institute of Epidemiology and Health
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences > Institute of Epidemiology and Health > Behavioural Science and Health
URI: https://discovery.ucl.ac.uk/id/eprint/10185390
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