• Publikační typ
• abstrakt z konference MeSH

BACKGROUND: Heated tobacco products along with electronic cigarettes represent the current trend in nicotine use. These novel products are appealing to teenagers and young adults especially. Generation Z representatives are characterized as native digital and internet users who are exposed to online marketing intensively including tobacco and nicotine products marketing. AIM: The purpose of this study was to explore how Generation Z perceives the promotional techniques of HTP products (IQOS and glo) in the Czech Republic. METHODS: We conducted qualitative research using semi-structured interviews with Generation Z representatives (n = 12) having previous experience with heated tobacco products. Open coding method was used for qualitative data analysis. RESULTS: Our study shows that participants of Generation Z are highly influenced by modern marketing techniques of tobacco industry. According to respondents, fashion and lifestyle events and influencer marketing were the main communication channels associated with heated tobacco promotion. Practical, stylish, innovative, odorless and healthier were the most frequently associated words with heated tobacco products from the respondents’ point of view. Most of the respondents use loyalty programs, benefits and discounts. CONCLUSION: Marketing communication of heated tobacco reflects the lifestyle demand of young adults. Perception of this products as innovative, stylish and healthier may contribute to normalization of tobacco and nicotine use. Advertisement, promotion and sponsorship of novel tobacco and nicotine products should be comprehensively banned to prevent their influence on children, adolescents and non-smokers

BACKGROUND: Characterising flavours are an important marketing tool for the tobacco industry. Following the European Tobacco Products Directive, the sales of menthol cigarettes in all EU Member States, including the Czech Republic, were banned as of May 20, 2020. The aim of this study is to map and analyse the response of the tobacco industry to the menthol cigarette ban in its marketing campaigns and media communications in the Czech Republic. METHODS: We conducted a non-systematic online review of marketing campaigns and a search of media content. The research sample used in the analysis of the marketing campaigns consisted of a campaign website (N = 1), product websites (N = 3), online articles (N = 2), social media posts (N = 2), an online video (N = 1), a press release (N = 1), and leaflets (N = 2). Media content analysis was performed on 248 media articles. We analysed media content using qualitative discourse analysis and marketing communication using qualitative content analysis. RESULTS: We identified marketing campaign forms used by the two dominant tobacco companies on the Czech market. We discovered product pages with an integrated campaign, a series of posts on social networks, and articles on the manufacturers’ websites, aswell as leaflets at points of sale. The aim of the communication was to inform the recipients of the upcoming change in the legislation and especially to promote menthol flavourings in alternative tobacco and nicotine products (HTP, ENDS, nicotine pouches). In the media content analysis, we categorised three frameworks which constitute the narrative structure of the media communication: (1) loss and gain, (2) repressing freedom, and (3) menthol flavor as a danger. CONCLUSION: This study brings evidence that the tobacco industry used the menthol ban as a communication opportunity, and therefore conducted a sophisticated communication campaign.

Publikace se zaměřuje na současnou situaci v regulaci tabákové reklamy v Česku a předkádá doporučení WHO. Určeno odborné veřejnosti.

• MeSH
• marketing normy   MeSH
• primární prevence MeSH
• programy národního zdraví MeSH
• tabákové výrobky ekonomika   normy   MeSH
• Publikační typ
• směrnice MeSH
• Geografické názvy
• Česká republika MeSH

• Konspekt
• Veřejné zdraví a hygiena
• NLK Obory
• veřejné zdravotnictví
• ekonomie, ekonomika, ekonomika zdravotnictví
• politologie, politika, zdravotní politika
• adiktologie
• NLK Publikační typ
• publikace WHO

• MeSH
• marketing normy   MeSH
• primární prevence MeSH
• programy národního zdraví MeSH
• tabákové výrobky ekonomika   normy   MeSH
• Publikační typ
• směrnice MeSH
• Geografické názvy
• Česká republika MeSH

• Konspekt
• Veřejné zdraví a hygiena
• NLK Obory
• veřejné zdravotnictví
• ekonomie, ekonomika, ekonomika zdravotnictví
• politologie, politika, zdravotní politika
• adiktologie
• NLK Publikační typ
• publikace WHO

BACKGROUND: Heated tobacco products (HTP) are novel electronic devices that produce an aerosol by heating modified tobacco. In July 2017, Philip Morris launched a heated tobacco product, IQOS, on the Czech market. The release of IQOS was promoted by a massive marketing campaign using various marketing channels. AIM: This paper presents an analysis of the influencers' posts promoting a heated tobacco product (HTP), IQOS, produced by Philip Morris, in the Czech Republic. METHODS: Critical discourse analysis (CDA) was used to uncover the hidden power relationships in both textual and visual representations of IQOS in Instagram posts. We analysed the posts of 22 Czech influencers identified with the hashtags #IQOSambassador, #IQOSambasabor, #IQOSlounge, #IQOSveVarech, and #mujIQOS, together with associated pictures and videos on Instagram. RESULTS: The hashtag #iqosambassador was used internationally in 940 posts (as of May 16, 2019). Our findings show subtle forms of persuasion that associate the IQOS product with an aspirational, exclusive lifestyle, healthy living, and a relaxed atmosphere within a community of friends. Preliminary results also show that influencers promoted IQOS to any and all Instagram users (including children and non-smokers). Covert advertising was indicated indirectly by the use of hashtags (#notriskfree, #onlyforadults, and #iqosambassador), which might be evidence that the influencers were paid indirectly by a digital marketing or PR agency. CONCLUSIONS: Czech celebrities and influencers have been actively presenting IQOS in their posts and videos since 2018 on Instagram. They present IQOS as a gateway to an aspirational, healthy, attractive and celebrity lifestyle. The preliminary results are being published as a part of a larger interdisciplinary research project by Charles University, Prague.

Na českém trhu dosud chyběla podobně komplexní a moderně pojatá publikace z oboru PR, s případovými studiemi, zaměřená na domácí podmínky. Je určená studentům VŠ, pracovníkům PR, tiskovým mluvčím. Představuje teoretické přístupy, popisuje specifické oblasti PR i jejich etické a legislativní hranice.