E-cigarettes marketing and promotion in Russia, attitudes and beliefs. Results from Russian Tobacco control policy Evaluation study
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National Research Centre for Preventive Medicine MoH, Russian Federation
Publication date: 2018-06-13
Corresponding author
Marine Gambaryan   

National Research Centre for Preventive Medicine MoH, Russian Federation
Tob. Prev. Cessation 2018;4(Supplement):A54
Electronic Nicotine Delivery Systems are not regulated at the moment under the current comprehensive Tobacco Control Law in Russia. Along with popularity of those the marketing and promotion of these products are increasing. Still, little is known about the situation with ENDS in the country. Aim: To assess the exposure of population to advertisement and promotion of electronic cigarettes in Russia, as well as attitudes and beliefs of the population regarding these products.

Data from Russian Tobacco Control Law Monitoring and Evaluation Survey (June – August 2017) were analysed. 11699 randomly selected respondents from 4320 households in 5 Subjects of Russian Federation were interviewed and a stratified sample (n= 5289 aged ≥18 years) of smokers (n= 3228), former smokers (n= 1012) and never smokers (n=1049) participated in the survey.

In the past 6 month 19.6% of the respondents had been exposed to promotion of e-cigarettes via internet, 18.4% - at the points of sale, and 18.1% - via social networks. The other sources of advertisement had lesser contribution in marketing and promotion of these products. It’s worth to mention that the exposure of the youngest age group (18-24) to e-cigarettes promotion was 2-3 times higher compared to the other age groups – both by internet and social networks, but also at points of sales, in tobacco shops, supermarkets, bars and even in newspapers, which means that the younger people are the target of these well programmed marketing strategies. Majority of the respondents: 61% believes that the second hand vape of the e-cigarettes is harmful for the health of people. Majority agreed that there is a need to regulate the allowed amount of the nicotine in the e-liquids (65.4%), to ban the aromatic supplements in e-cigarettes (56,5%), ban vaping in public places where tobacco smoking is banned (70.6%), and ban the sales of these products to minors (82%), as well as the use of e-cigarettes by those (83,7%). Former smokers more, than current smokers are supporting the need for these regulations. Also majority of the respondents - 77,6% support the need for a ban of all forms of advertisement, marketing and promotion of ENDS.

The findings will be used to support new strong legislation to regulate the use of ENDS and to protect people from the exposure to marketing and promotion of these products and, especially the young people.

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