BACKGROUND: The availability of novel nicotine products is increasing on the Polish market. They are particularly popular among younger users. The aim of the presented study was to explore the phenomenon of promotion and advertising of nicotine products to which young adults in Poland are subjected.
METHODS: The study was conducted in Poland between September and October 2024 among twenty respondents - ten females and ten males aged 18-25, differentiated by place of residence, marital and economic status. 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: Influencers, whose collaborations range from showcasing products to sharing discount codes, play a key role in the promotion. Respondents also inidicate the influence of social media in shaping a positive image of nicotine products . Young adults indicate the presence of advertising and promotions, such as sampling,, price reductions, which attracts consumers by creating a sense of favorable purchase and easy access to nicotine products. They are perceived by respondents as modern and less harmful than traditional cigarettes.
CONCLUSIONS: Analysis of the interviews with respondents indicates the variety forms of promotion of nicotine products and their extensive presence in public spaces and social media, especially in the context of e-cigarettes.