{"id":1636,"date":"2022-03-08T14:03:48","date_gmt":"2022-03-08T14:03:48","guid":{"rendered":"https:\/\/blogs.bmj.com\/tc\/?p=1636"},"modified":"2022-03-08T14:03:48","modified_gmt":"2022-03-08T14:03:48","slug":"the-tobacco-enforcement-reporting-movement-term-an-early-warning-system-to-track-digital-tobacco-marketing","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/tc\/2022\/03\/08\/the-tobacco-enforcement-reporting-movement-term-an-early-warning-system-to-track-digital-tobacco-marketing\/","title":{"rendered":"The Tobacco Enforcement Reporting Movement (TERM): An Early Warning System to Track Digital Tobacco Marketing"},"content":{"rendered":"

Nandita Murukutla, Sharan Kuganesan, Namrata Kumar,<\/strong> Vaishakhi Mallik, and Rebecca Perl<\/strong><\/p>\n

At the World Health Organization\u2019s 150th<\/sup> Executive Board meeting, in January 2022, the Director-General remarked that 60 countries are on track to reduce tobacco use as per agreed targets. While this is undoubtedly good news, significant challenges persist \u00a0advancing tobacco control measures among the 182 signatories to WHO\u2019s Framework Convention on Tobacco Control (FCTC). The main impediment\u00a0to\u00a0advancing tobacco control measures in these countries is the relentless interference of the tobacco industry, which employs marketing practices that subvert regulations, and leverages their \u201ccorporate social responsibility\u201d activities to influence tobacco control policies to protect their commercial interests.<\/p>\n

To counteract the tobacco industry, Vital Strategies launched a digital monitoring system, the Tobacco Enforcement Reporting Movement (TERM), that provides continuous, real-time data on tobacco marketing to governments, multilaterals, the media, and tobacco control advocates. Based on a systematic analysis of online content\u2014including news, articles, social media posts, conversations, and crowdsourced inputs from TERM Facebook pages\u2014TERM issues monthly situation reports on the scale and extent of tobacco marketing. Relying on TERM data, Vital Strategies also produces focused\u00a0 briefs\u00a0on issues such as\u00a0bidi marketing<\/a>\u00a0and e-cigarettes. Initially launched in India, TERM has expanded to Indonesia and Mexico. While online tobacco marketing has previously been measured in high-income countries, to our knowledge, TERM is the first digital monitoring system collecting continuous tobacco marketing data from these countries. Moreover, TERM is freely available to governments, multilateral organizations, journalists, researchers, and public health practitioners who can access TERM by emailing TERM@vitalstrategies.org<\/a>.<\/p>\n

Digital media<\/a> is a major source of tobacco marketing. In high-income countries, from the U.S.<\/a> to Australia<\/a>, it has previously been noted that youth exposure to online marketing was associated with corresponding rises in smoking rates. Increases in online marketing are also now evident in low- and middle-income countries. In Indonesia<\/a>, nearly 30% of teens reported that they were exposed to online tobacco marketing through Instagram. And across Africa<\/a>, there is evidence of transnational tobacco companies exploiting social media platforms to promote tobacco brands. The SARS-CoV-2 pandemic, which pushed so many activities online, likely exacerbated this trend.<\/p>\n

Most digital tobacco marketing is covert. International and national regulations, based on strong evidence of the causal link<\/a> between tobacco marketing exposure and increased consumption, have effectively banned or restricted the advertising, promotion, and sponsorship of tobacco on traditional media. In response to these tightening regulations, the industry migrated its marketing online<\/a>, where borders are amorphous and the application of national regulations unclear. To appear to comply with bans or restrictions, tobacco marketing tends to include surreptitious<\/a> tactics, including: event sponsorships and product promotions; the use of celebrities and social media influencers; and \u201ccorporate social responsibility\u201d activities.<\/p>\n

\"\"<\/a>
Figure 1. Examples of livelihood-related corporate social responsibility marketing by Sampoerna Tobacco Company in Indonesia (Figure translation: Sampoerna Provides Training for Women Business Owners)<\/figcaption><\/figure>\n

TERM uncovers these covert tobacco marketing tactics in real time. In India, despite bans on the direct and indirect marketing<\/a> of tobacco in the media, TERM has recorded an average of 850 monthly instances of tobacco marketing. In Indonesia, where there are no such bans<\/a>, TERM has identified 546 instances on average each month. Activities in the name of \u201ccorporate social responsibility<\/a>,\u201d observed via TERM in both India and Indonesia, aim not only to keep tobacco brands top of mind, but also to burnish the industry\u2019s image and snare it a seat at the policy table. In both countries, even as the link<\/a> between tobacco use and severe COVID-19 outcomes was established, the tobacco industry presented itself as a beneficial public health actor by promoting livelihood initiatives and vaccines (see Figure 1 and 2).<\/p>\n

\"\"<\/a>
Figure 2. Examples of Tobacco Company online marketing to promote vaccination in India\u00a0<\/figcaption><\/figure>\n

TERM also allows users to examine hitherto understudied issues. Bidis (small, hand-rolled cigarettes) are the most widely used smoking tobacco product in India, where the bidi industry lobby has had a powerful influence on tobacco control policies. Despite the product\u2019s popularity and influence, the bidi industry<\/a> is highly fragmented and largely unregulated, employing mostly women and children to roll these products at home. The exact channels of its marketing and influence are relatively unknown. A recent report<\/a> based on TERM data found that bidis are almost exclusively marketed through Facebook, capitalizing on that platform\u2019s growing penetration among urban and rural poor people in India. Unlike other tobacco products that are promoted more covertly, bidis are openly advertised on social media, with clear, colourful pictures of the product and links to direct sales. These ads frequently feature iconic symbols, including political idols and sports stars, and even religious symbols and deities. The co-option of idols, including gods, may allow bidis and the bidi industry to appear hallowed and socially sanctioned.<\/p>\n

\"\"<\/a><\/p>\n

Figure 3. Anatomy of a bidi company\u2019s Facebook page: Image of Thalappa Ganesh Beedi\u2019s Facebook page. <\/p>\n

It is difficult<\/a> to regulate digital marketing practices, which evolve rapidly in online environments and the cross-border nature of digital marketing creates regulatory complexity. Even though the FCTC now lists digital platforms under the forms of tobacco marketing addressed by Article 13, implementation of online tobacco marketing regulations has been inconsistent. The FCTC recognizes this and calls for rigorous monitoring by multiple stakeholders, including civil society partners, to enforce existing regulations and facilitate international cooperation.<\/p>\n

Some<\/a> governments have attempted to monitor and enforce bans on online tobacco marketing. For example, in Singapore<\/a>, the government used digital surveillance to identify online tobacco sales and shut them down. Similarly, the Bahraini<\/a> Public Health Directorate monitored social media to reduce the marketing of e-shisha. Civil society can support such efforts through comprehensive digital monitoring and a network of partnerships and collaborations within and across jurisdictions.<\/p>\n

TERM offers a freely available and essential tool to those seeking to curb tobacco marketing. It provides researchers with continuous data to unearth signals of new marketing trends as they emerge, offers media the necessary information to spotlight unacceptable marketing practices, and equips governments with the evidence they need to act.<\/p>\n

Nandita\u00a0Murukutla\u00a0is a\u00a0Vice President (Global Policy and Research),\u00a0Sharan Kuganesan is a Program Manager\u00a0(Tobacco Control), Namrata Kumar is a\u00a0Research Associate,\u00a0Vaishakhi\u00a0Malik is an Associate Director (South Asia), and Rebecca Perl is a Vice President\u00a0(Partnerships and Initiatives)\u00a0at Vital Strategies,\u00a0a global public health organization\u00a0headquartered in New York, USA, with offices in\u00a0New Delhi, Jinan, Singapore, Sao Paulo, Paris, and Addis Ababa.\u00a0Vital Strategies is part of the Bloomberg Philanthropies funded STOP project.<\/em><\/p>\n

\u00a0<\/strong>Acknowledgements<\/strong><\/p>\n

The authors thank and acknowledge the following colleagues involved in the development and implementation of TERM (in alphabetical order): Enrico Aditjondro, Ally Davis, Silvia Dini, Ashish Kumar Gupta, Stephen Hamill, Christina Honeysett, Johnny Hsu, Pahuni Jain, Melina Samar Magsumbol, Carlos Martinez-Mejia, Sandra Mullin, Yosef Rabindanata, Ancha Rachfiansyah, Hana Raskin, Benjamin Gonzalez Rubio; for writing support to this article and to TERM reports and briefs, respectively: Genine Babakian and Hana Raskin; for editorial review of this article: Karen Schmidt.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nandita Murukutla, Sharan Kuganesan, Namrata Kumar, Vaishakhi Mallik, and Rebecca Perl At the World Health Organization\u2019s 150th Executive Board meeting, in January 2022, the Director-General remarked that 60 countries are on track to reduce tobacco use as per agreed targets. While this is undoubtedly good news, significant challenges persist \u00a0advancing tobacco control measures among the […]<\/p>\n

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