Promoting New Tobacco Products in Social Media in Pandemic Times

Abstract

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.