BACKGROUND: In the digital age, industries, including tobacco, leverage innovative marketing strategies to expand their consumer base, often circumventing regulatory frameworks. The Cigarettes and Other Tobacco Products Act (COTPA), 2003, aims to curb tobacco advertising, restrict sales to minors, and protect public health. This study investigates on-site and digital marketing practices of India Tobacco Company (ITC) in Bhubaneswar, Odisha, focusing on promotional activities, product placement, and digital engagement through QR code campaigns. Findings are triangulated with COTPA provisions to identify systemic violations and their public health implications.
METHODS: A mixed-methods approach combined field observations and digital market analysis. Observations at vendor sites, including those near educational institutions, documented product placement, direct advertising, and compliance levels. Online browsing assessed the promotion of tobacco products on e-commerce platforms. Findings were triangulated with COTPA provisions to identify regulatory gaps, supported by photographic and video evidence.
RESULTS: Significant non-compliance with COTPA was observed. At vendor sites, tobacco products were placed near chocolates and toffees, violating Section 5(2)(d). Backlit boards, LED video screens, and posters advertised brands like Aromix and Classic Icon, breaching Sections 5(1) and 5(2)(a). QR code campaigns (e.g., QR code https://101rrp.cisplit.co/session2/odisa-scheme/index.php?text=DLDL) offered free cigarettes without age verification, violating Sections 6(a) and 6(b). Online platforms listed tobacco products without proper age verification or health warnings, contravening Sections 7(1), 7(2), and 8(1). These violations undermine public health efforts, particularly in protecting minors.
CONCLUSIONS: Both on-site and digital marketing strategies exploit regulatory loopholes, undermining public health objectives. Stricter enforcement of COTPA, robust monitoring systems, and accountability measures are essential to protect minors and uphold tobacco control objectives. These findings provide actionable recommendations for policymakers and advocates to address emerging tobacco marketing challenges.