BACKGROUND: In Vietnam, tobacco advertising and promotion (TAP) and direct marketing to the users are completely banned by law. By 2024, 74.44 million people are internet users (79.1% total population). Most popular platforms are Facebook (89.7%), TikTok (77.8%). The study aimed to monitor the TAP and sales violations on the internet, disclose industry tactics to the youth, and measure public opinion about tobacco topics.
METHODS: Retrospective study, data collection from November 2022 – December 2023 published on the internet (websites, social networks, online news, blogs, Google…). Using the tool “Social Beat,” formally accredited by the Local Department of Information and Communication.
RESULTS: There were intensive and sophisticated industry tactics for tobacco marketing and sales[LT1] on the Internet. Tobacco advertising and sales were dominant, comprising 38.8% of 2.5 million discussions on tobacco topics. TikTok and Facebook are the most popular platforms to advertise tobacco products & E-cigarettes (ENDS) (98%). ENDS were advertised the most (63.9%), followed by combustible tobacco (36%), and Heated Tobacco Products -HTPs (0.1%). Young people (under 35) are most exposed to ENDS advertising (72.6%). Major violations are: Viral posts and songs of celebrities and key opinion leaders (KOL) to advertise ENDS on YouTube and TikTok; Tobacco retailers re- phrase "electronic toys, electric toothbrushes, electronic smoke inhalers..." in TikTok channels to pass censorships and further shipping. Discounts and vouchers for tobacco promotion attractive to new customers.
CONCLUSIONS: Young people have easy access to harmful tobacco products and are burdened with an addiction crisis. The urgent action to crack down and eliminate the TAP[LT1] violations in the internet is critically needed, including: Revision of current Law on Advertisement to include the KOL’s definition, code of conduct; Routine monitoring, stronger enforcement by multi- sector enforcers; Proactive alert and self-report by internet users; Stronger technical barriers by internet platform owners (esp. Facebook and TikTok).