BACKGROUND: In recent years, there has been a rise in the popularity of alternative tobacco products among Polish teenagers, posing a new public health challenge. The present study was designed to gain a deeper understanding of the type of promotion and advertising of nicotine products observed by young people aged 12-17, and how they perceive it influences their decisions and opinions.
METHODS: The study was conducted in Poland between September and October 2024 among twenty respondents - eleven females and nine males aged 12-17, differentiated by place of residence, type of school and educational stage. The study utilized the individual in-depth interview (IDI) methodology, which took the form of a face-to-face interview or a telephone interview. Each interview was structured, based on a script, and lasted up to 30 minutes with an audio recording that was later transcribed. Data were qualitatively analyzed for thematic structure, discourse and sentiment using WEFT-QDA software.
RESULTS: Participants pointed out that nicotine products appeared on Instagram or TikTok as a natural and trendy feature in the daily lives of users and influencers. Respondents also noted the presence of hostesses for these products at events and clubs, who offered the opportunity to interact with the products without having to buy them. Large, visible stands with nicotine products placed in public places also played a significant role in the promotion, attracting young people by design. Price promotions in stores, especially since not all of them, according to teenagers, check for the legal age, provided a strong motivation to purchase nicotine products, especially in the form of “buy one pack, get another free” offers.
CONCLUSIONS: Promotion of nicotine products in public spaces and social media was the norm for adolescents in this study. Teenagers did not see these activities as conventional advertising, suggesting the effectiveness of subtle marketing strategies.