Increasing popularity of heated tobacco products in Polish Internet: 2016-2022 – Google Trends analysis
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School of the Medical University of Gdańsk, Gdańsk, Poland
Department of Public Health and Social Medicine, Medical University of Gdansk, Gdańsk, Poland
Publication date: 2023-04-25
Corresponding author
Paulina Dera   

School of the Medical University of Gdańsk, Gdańsk, Poland
Tob. Prev. Cessation 2023;9(Supplement):A36
Through the years, the role of marketing and digital marketing has grown in importance. It is possible to better direct marketing activities to specific target groups using appropriate tools such as statistical analyses, observing trends and adapting to them, using popular information technologies - e.g. keywords or terms (hashtags)1,2,3.

To identify trends of heated tobacco products in Polish Internet: 2016-2022.

Material and Methods:
Two most popular heated tobacco products4 were selected along with related keywords. Then, data on the search for these terms in the Polish Internet in the years 2016 - 2022 was imported via Google Trends5. This tool presents the relative search volume (RSV). RSV ranges from 1–100, the value of 100 indicates the highest point of popularity (100% of popularity in the given period and location) and 0 the lowest level (<1%)6. Circumstances taking place in Poland at the time of the popularity increases of a given term were observed.

Popularity of heated tobacco products has increased in Polish Internet in the last few years. In July 2020 „IQOS” has value of 100 and at the same time FDA (U.S. Food and Drug Administration) announced that this product can help adult smokers to quit smoking and reduce the impact of harmful substances on their health7. Furthermore, since the start of the GLO sales support campaign in 20218, there has been a significant increase in interest in this query, the trend has since remained above 50 RSV.

Decisions of significant health institutions as well as marketing activities of tobacco industry companies and the highest level of selected searches' popularity showed at the same period of time. Query data is free, publicly available, and updated on a regular basis. It is possible to propose the use of data from Google Trends in public health interventions.

The authors declare that there are no conflicts of interest regarding the publication of this paper.
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