CONFERENCE PROCEEDING
Promoting nicotine-free sport in football – Communication collaboration between the cancer society of Finland and the Football Association of Finland
1
Cancer Society of Finland, Helsinki, Finland
Tob. Prev. Cessation 2026;12(Supplement 1):A142
ABSTRACT
BACKGROUND-AIM:
New nicotine products such as e-cigarettes and nicotine pouches appeal to young athletes and are highly visible in various media. A joint survey (N=91) with the Football Association of Finland revealed that 47% of adults had observed young football players using nicotine products during club activities. The products included snus (65%), nicotine pouches (63%), and vapes (43%). In Finland, over one-third of 15-year-old athletes have tried or use e-cigarettes, and nicotine pouch use is increasing. Although competitive athletes use nicotine less than their peers, usage increases with age. Nicotine harms health and athletic development by impairing performance, muscle and lung function, and increasing risks of infections, injuries, and illnesses. The tobacco industry markets new products as less harmful alternatives, and up to half of young people are exposed daily to nicotine advertising. Hidden marketing and influencer content appeals to young audiences. Sports clubs reach over half of Finnish youth aged 9–15. Therefore, coaches and adults play a key role in promoting nicotine-free environments. One-third of adults (N=91) reported needing more information about the products and effects. This collaboration aimed to strengthen knowledge of nicotine’s harmful effects among adults working with junior football players.
METHODS:
In 2023, the Cancer Society of Finland (CSF) launched a communication partnership with the Football Association of Finland. Activities included news articles in national media, influencer videos with athletes and experts, an advertising video shown during match breaks, and a podcast episode.
RESULTS:
• Four news articles on the association’s website • Article in coaches’ magazine (reach: 18000) • Seven main national media hits • Influencer videos reached 210833 organic views • Advertisement video gained 105229 views and was shown during national team matches (average attendance: 22059 for men, 7000+ for women) • One podcast episode (reach: 1336)
CONCLUSIONS:
Communication campaigns can effectively reach adults working with junior football players. Using sports role models and experts increased outreach. Future goals include expanding collaboration and supporting clubs in implementing the Nicotine-Free Sports model developed by the CSF.
New nicotine products such as e-cigarettes and nicotine pouches appeal to young athletes and are highly visible in various media. A joint survey (N=91) with the Football Association of Finland revealed that 47% of adults had observed young football players using nicotine products during club activities. The products included snus (65%), nicotine pouches (63%), and vapes (43%). In Finland, over one-third of 15-year-old athletes have tried or use e-cigarettes, and nicotine pouch use is increasing. Although competitive athletes use nicotine less than their peers, usage increases with age. Nicotine harms health and athletic development by impairing performance, muscle and lung function, and increasing risks of infections, injuries, and illnesses. The tobacco industry markets new products as less harmful alternatives, and up to half of young people are exposed daily to nicotine advertising. Hidden marketing and influencer content appeals to young audiences. Sports clubs reach over half of Finnish youth aged 9–15. Therefore, coaches and adults play a key role in promoting nicotine-free environments. One-third of adults (N=91) reported needing more information about the products and effects. This collaboration aimed to strengthen knowledge of nicotine’s harmful effects among adults working with junior football players.
METHODS:
In 2023, the Cancer Society of Finland (CSF) launched a communication partnership with the Football Association of Finland. Activities included news articles in national media, influencer videos with athletes and experts, an advertising video shown during match breaks, and a podcast episode.
RESULTS:
• Four news articles on the association’s website • Article in coaches’ magazine (reach: 18000) • Seven main national media hits • Influencer videos reached 210833 organic views • Advertisement video gained 105229 views and was shown during national team matches (average attendance: 22059 for men, 7000+ for women) • One podcast episode (reach: 1336)
CONCLUSIONS:
Communication campaigns can effectively reach adults working with junior football players. Using sports role models and experts increased outreach. Future goals include expanding collaboration and supporting clubs in implementing the Nicotine-Free Sports model developed by the CSF.
| eISSN: | 2459-3087 |
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