BACKGROUND: South-East-Asia accounts for 81% of global smokeless tobacco (SLT) users, with SLT consumed in various forms. To address the associated public health concerns, the WHO Framework Convention on Tobacco Control (FCTC) implemented comprehensive bans on tobacco advertising across traditional and digital media. However, tobacco companies have adopted surrogate advertising, using products like pan masala and mouth fresheners bearing similar brand names as SLT products. These strategies exploit legal loopholes, enabling strategic brand promotion. This study investigates surrogate advertising of SLT products on Instagram, analyzing their reach and impact through engagement metrics like likes, shares, and comments.
METHODS: A qualitative content analysis was conducted on Instagram. The methodology involves two primary components: a literature review to identify surrogate products and brands and an Instagram analysis of posts and reels using relevant hashtags and keywords.
The findings from the literature were used to contextualize and identify brands used for surrogate advertising. Instagram handles linked to surrogate products were analysed for their engagement metrics.
RESULTS: The existing literature highlights the strategic use of surrogate products, such as pan masala and mouth fresheners to promote SLT brands. Instagram reels showed significant engagement, with an average of 10742 likes per reel, peaking at 97810 likes, 768 shares, and 169 comments. Posts achieved an average of 6640 likes, with the highest likes reaching 101799, along with 499 shares and 146 comments. The results highlights that the number of posts increases during festive seasons, reflecting strategic engagement practices.
CONCLUSIONS: The use of surrogate products allows companies to bypass legal restrictions while maintain visibility in public spaces and digital platforms. Posts and Reels leverage themes like festivals, traditions, success and luxury to resonate with a broader audience and higher engagement, highlighting the need for stricter regulatory enforcement to address the public health implications of such practices.