온라인 담배 마케팅 분석을 통한 담배규제정책의 향후 과제 : 온라인 담배 판매 및 광고를 중심으로

• Published in: 保健敎育健康增進學會誌 Vol. 33; no. 5; pp. 71 - 81
• Main Authors: 양유선, 차정림, 공재형, 황지은, 최정미, 이정은, 오유미, Yang, Yu Seon, Cha, Jung Lim, Kong, Jae Hyung, Hwang, Ji Eun, Choi, Jung Mi, Lee, Joung Eun, Oh, Yu Mi
• Format: Journal Article
• Language: Korean
• Published: 한국보건교육건강증진학회 01.12.2016
• Subjects: 예방의학; marketing; online; tobacco sales; FCTC; tobacco advertising
• ISSN: 1229-4128; 2635-5302
• DOI: 10.14367/kjhep.2016.33.5.71

Objectives: Tobacco marketing encourages smoking initiation of non-smokers, especially adolescents, and it hinders quit intention of those who smoke or who attempt to quit smoking. Article 13 of the WHO Framework Convention on Tobacco Control(WHO FCTC) requests a comprehensive ban on tobacco advertising, promotion and sponsorship(TAPS). Ratified the Convention in 2005, Korea has partially implemented the provisions. However, online marketing regulations are still insufficient. Methods: Based on relevant national and international regulations, this research designed monitoring mechanism for online tobacco marketing and studied 1,404 websites to identify current situation of online sales and advertisement of tobacco in Korea. Results: This study found that online trade of tobacco products are overtly conducted, while tobacco advertising with flavoring and misleading descriptors are also prevalent. Also, online tobacco marketing facilitate adolescents' access to tobacco product and that advertising and promotion activities lead to tobacco purchase without difficulties. Conclusions: Fundamental solution to prevent online tobacco advertisement and promotion is banning online sales of tobacco and conducting a regular monitoring for compliance. Korean government should consider establishing an official surveillance system for online tobacco advertisement, followed by a comprehensive ban on TAPS to fulfill its obligation as a Party to the FCTC.