New Tobacco Products on Social Media and Law Enforcement on New Tobacco Products Control

Abstract

This study aimed to investigate the situation of new tobacco products in 7 areas; product, price, place, promotion, packaging strategy, selling strategy and communication strategy in social media channels. This research also studied law enforcement on new tobacco products control and new tobacco products consumption in youth groups.

This study used mixed methodology including field survey in 22 tobacco sale outlets in Bangkok and in Chiang Mai, Songkhla and Khon Kaen, surveyed 22 pubs near universities to investigate hookah service in pubs, analyzed data from 30 Fanpages selling new tobacco products and collected behavioural data from 2,100 young participants with self-administered questionnaire and group interview. Results showed e-cig received highest attention among young smokers, 30.2% of high-school and 43.8% of undergraduate students used e-cig, believing e-cig as safe and non-addictive. Rising popularity of e-cig came from easy access to consumption, both from online and physical selling distributions. All tobacco products were 30% cheaper than last year's price. Apart from online selling, new tobacco products are sold in 15 outlets in Bangkok, most of them are night markets. We found 14 methods of promotional strategies online and 16 methods of advertising.

Law enforcement control on new tobacco products showed failure in controlling sales in night markets and online channels. NCPO order was successful only in one place, Phra Phutta Yodfa Bridge whereas OCPB order was found successful in banning hookah service in pubs around university. This study suggested cooperative control from ICT and other government sectors.