Abstract:
The Study of New Tobacco Products on Social Media Channels and Law Enforcement on New Tobacco Products Control aimed to study the situation of new tobacco products in 7 areas; product, price, place, promotion, packaging strategy, selling strategy and communication strategy in social media channels. This study also investigate law enforcement on new tobacco product control and new tobacco product consumption in youth groups. This study used mixed methodology including field survey in 22 tobacco sale outlets in Bangkok and 6 areas in Chiang Mai, Songkhla and Khon Kaen, surveyed 19 pubs near universities to investigate hookah service in pubs which is illegal, recorded data from 30 Fanpages selling new tobacco products and collected behavioural data from 2100 participants. Result showed that e-cig is the most popular product amnong youth whereas non- refillable product (e-hookah and flavoured cigarette) received fewer attention among smokers. Popularity of e-cig came from its being re-chargeable and refillable. E-cig can be found online, offering lower price than in other markets and easy access for smokers. Since all new tobacco products are available online both in Facebook and Line, competitive is fierce, result is each seller offers low price to attract buyers, we found all tobacco products 30% cheaper than last year's price. Apart from online selling, new tobacco products are sold in 15 outlets in Bangkok, most of them are night markets. We found packs of new tobacco products as advertisement, showing pictures, quality and taste, many packs looked similar to sweets or candy packs, signifying taste and smell. When promoting new tobacco products, we found 14 methods of promotional strategies online and 16 methods of advertising and product communication, sellers hired net idols, presenters or pretty girls to promote products online. E-cig received much attention among Thai young smokers, 30.5% of high-school students used e-cig and 61% of undergraduate students used e-cig, many believed e-cig is safe, modern, non-addictive and tasty. Rising popularity of e-cig among youths come from online selling which provides easy and rapid access to e-cig consumption. Law enforcement control on new tobacco products showed failure in controlling sales in night markets and online channels. This study suggested cooperative control from ICT and other government sectors.
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