BACKGROUND AND IMPLEMENTATION CHALLENGES: Digital tobacco marketing undermines public health policies, exploiting platforms like Facebook, Instagram, and YouTube. To circumvent regulatory restrictions on tobacco marketing, digital marketing tactics have evolved. Limited monitoring and enforcement leave significant gaps in addressing these covert strategies.
INTERVENTION OR RESPONSE: The Tobacco Enforcement and Reporting Movement (TERM) is a real-time monitoring and reporting service that identifies trends and threats in digital media marketing in India, Indonesia and Mexico. Using AI tools and expert insights, TERM scans thousands of digital media posts, identifying instances of tobacco marketing. Findings are summarized in clear reports for policy-makers, the media, and public health advocates, offering a robust evidence base for intervention.
RESULTS AND IMPACT: In 2023, TERM documented 41.598 marketing instances from 308 accounts: 60% in Indonesia, 36% in India, and 4% in Mexico. Indirect marketing tactics dominated, including community groups, events, advergaming, and corporate social responsibility activities. In Indonesia, 85% of marketing involved community-based kretek cigarette promotions. In India, 97% of marketing focused on brand extensions and surrogate advertising, with many cross-promoting ultra-processed foods and beverages. Mexico’s e-cigarette marketing was driven by third-party retailers and front groups, including PMI's smoke-free future; cross-promotions between cigars and alcohol were also observed. TERM data has generated hundreds of media stories, shaped regulatory discussions, and supported advocacy for stricter online advertising bans.
CONCLUSIONS: TERM’s data reveal the benefits of regulation: Lower marketing volumes in Mexico and India compared to Indonesia suggest the value of effective regulatory frameworks. However, the data also show how tobacco companies use covert methods to evade restrictions. Additionally, TERM has identified a troubling convergence in the marketing of unhealthy commodities—tobacco, alcohol, and ultra-processed foods—posing a combined threat to health. TERM’s evidence-based approach provides the necessary proof to act. It demonstrates how continuous monitoring is essential to counter tobacco marketing practices.