BACKGROUND: Zarda is the most commonly used oral smokeless tobacco product in Bangladesh, with 14.5% prevalence among adults aged 15 years and older. Various marketing strategies have been employed to promote its sales. Despite regulations on packaging and promotion, these strategies continue to pose challenges to tobacco control efforts and reduce SLT consumption. This study aimed to explore Zarda marketing strategies, including displaying methods at Points of Sale (POS)/shops, product packaging size and characteristics, and non-compliance with tobacco control laws at Zarda POS/shops in Dhaka, Mymensingh, and Sylhet, based on their high SLT consumption and production rates
METHODS: An observational study was conducted from January to June 2024 using two structured checklists: one focusing on Zarda packet characteristics and another for compliance monitoring of Tobacco Control Guidelines for Local Government Institutions. Data were collected from 120 Zarda samples based on packaging types, branding practices, regulatory compliance, and promotional activities in 50 Zarda shops/POS.
RESULTS: The study revealed diverse branding strategies, with identical brand names used across different companies. 69.2% of Zarda brands were associated with chemical industries or other industries. Zarda is predominantly packaged in tin containers (61.7%), followed by poly packets at 36.7%. A majority of shops/POS (70%) used direct promotional displays for Zarda. However, 78.3% of Zarda packets had packaging appeals, with "Best Taste" being the most common; 83.3% showed manufacture and expiration dates. Though the use of GHW was 87.5%, only 39.2% adhered to the 50% GHW requirement. Smaller-sized packets under 25 gm dominate the market with 72%, which is affordable for all.
CONCLUSIONS: Zarda marketing strategies often bypass tobacco control laws and guidelines. Strengthening law enforcement, including standardized packaging, and registering all Zarda companies under government authority is essential. Enhanced oversight at the retail level will help mitigate marketing influence and support tobacco control initiatives, ensuring better compliance with regulations.