The rise of new nicotine products such as heated tobacco devices and nicotine pouches is reshaping consumer habits in the European Union (EU). Despite their increasing visibility, regulatory measures for advertisements lag behind these market shifts. The impact of marketing on individuals unfamiliar with nicotine products is particularly pivotal. Understanding how promotional strategies heighten product allure can provide vital insights for shaping future policies aimed at reducing initiation risks.
In-Depth Survey Analysis
A comprehensive analysis using the Special Eurobarometer 99.3 survey, encompassing 13,436 nicotine-naïve participants across 27 EU countries, sheds light on advertising’s influence. By assessing advertising exposure and appeal, the study deployed multilevel Poisson regression models to account for sociodemographic variables, offering a nuanced understanding of consumer behavior regarding these products.
Findings on Advertising Exposure and Product Appeal
The data revealed that 31.1% of respondents encountered heated tobacco product (HTP) advertisements, with the highest exposure noted in Romania and Slovakia. In contrast, Malta had the lowest exposure. Nicotine pouch ads reached 16.6% of individuals, primarily in Sweden, while the Netherlands and Lithuania reported minimal exposure. Despite marketing efforts, the intrinsic allure of heated tobacco products and nicotine pouches remained low, at 2.0% and 1.3% respectively. However, those exposed to HTP and nicotine pouch advertisements demonstrated a significant increase in perceived appeal.
– Advertising significantly enhances product appeal among non-users.
– Romania and Sweden emerge as key markets with high advertising exposure.
– A small but significant portion finds these products appealing following ad exposure.
Regulatory bodies must consider stricter EU-wide advertising restrictions to safeguard potential nicotine users. The study highlights the powerful influence of advertising on non-users, suggesting that regulatory measures need reinforcement to mitigate potential health risks. A unified approach across member states is crucial in managing the growing presence and persuasion of non-traditional nicotine products. Addressing the gaps in the current Tobacco Products Directive can prevent initiation and protect public health by curbing the appeal created through advertising.
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