Hebrew U. Exposes Tobacco Companies’ Tactics to Bypass Regulators & Get Kids Hooked | The Jewish Press – JewishPress.com | Jewish Press News Desk | 3 Av 5781 – July 12, 2021

Photo Credit: Courtesy of Hebrew University of JerusalemHEETS product placement at Point-Of-Sale places and designed to circumvent the ban.
Smoking amongst younger teenagers has turn out to be an more and more difficult and expensive public healthcare subject. Despite laws to forestall the advertising and marketing of tobacco merchandise to youngsters, tobacco corporations have shrewdly tailored their promoting techniques to circumvent the ban and keep their entry to this impressionable—and rising—market share.
How they do it’s the topic of a latest examine led by Dr. Yael Bar-Zeev at Hebrew University of Jerusalem (HU)’s Braun School of Public Health and Community Medicine at HU-Hadassah Medical Center. She additionally serves as Chair of the Israeli Association for Smoking Cessation and Prevention and teamed up with colleagues at HU and George Washington University. They revealed their findings in Nicotine and Tobacco Research ((*3*) of IQOS Marketing Strategies at Points-of-Sale in Israel at a Time of Regulatory Transition).
Dr. Yael Bar-Zeev / Hadas Parush / Flash90
Their examine centered on Philip Morris’ IQOS merchandise—the favored digital cigarette that heats tobacco—and particularly how they’re marketed in Israeli shops. These heated tobacco merchandise are sometimes touted as being safer for people who smoke than are common cigarettes. However, the medical institution has deemed these gadgets dangerous to customers’ well being. While the tobacco corporations adjust to the letter of the regulation when it comes to the promoting ban, they aim youthful customers in different methods: particularly, by inserting their merchandise close to toys, sweet, and slush machines, and in shops which are inside strolling distance of native elementary- and excessive faculties.
“These makes an attempt by the tobacco corporations are notably alarming as a result of we all know that being uncovered to tobacco merchandise and commercials on the level-of-sale is related to considerably increased probabilities of experimenting with smoking and creating lengthy-lasting smoking habits amongst youth,” Bar-Zeev warned.
IQOS was launched to the Israeli market in 2016. The tobacco trade repeatedly lobbied Israeli policymakers to regulate these merchandise in another way than they do cigarettes. However, Israel’s Ministry of Health decided IQOS causes important adverse well being results and due to this fact they are going to be regulated as a tobacco product and topic to the ban of promoting tobacco merchandise in shops, aka at “factors of sale”.
As a part of the examine, the group carried out a hid audit of 80 level-of-gross sales places that promote IQOS or its accompanying tobacco sticks (HEETS) in 4 of Israel’s largest cities: Tel Aviv, Jerusalem, Haifa, and Beersheba. They discovered that regardless of general compliance with the commercial ban, tobacco corporations discovered methods to circumvent the ban with particular shows and indicators that learn “WE SELL TOBACCO”. Further, a considerable variety of shops positioned IQOS/HEETS and different tobacco merchandise close to (inside 30cm) different merchandise that targets younger customers, akin to toys, sweet, and slush machines. Nearly 70% of those shops have been close to (lower than 300 meters) excessive faculties, and 40% have been inside strolling distance to elementary faculties.
Further findings from this examine counsel that IQOS merchandise are being marketed to customers in increased socio-financial demographics, as evidenced by the upper price ticket and the upper-finish neighborhoods that carry the product. This actuality contradicts IQOS’ claims that they’ve designed their product to assist people who smoke stop cigarettes. Past analysis has proven that it’s decrease—not increased—socio-financial populations which have increased smoking charges and smoking cessation charges.
“The goal of commercial bans is to forestall youngsters and youth publicity to all tobacco merchandise. However, tobacco corporations show that they don’t care and can do no matter it takes to proceed advertising and marketing their merchandise and growing their income”, shared Bar-Zeev. “Israel’s authorities wants to act decisively, institute a license to promote tobacco, and ban the sale of tobacco merchandise in places which are close to faculties.”
One of the examine researchers, Professor Hagai Levine at HU, added, “Israel’s Minister of Health Nitzan Horowitz introduced that he’s dedicated to advancing tobacco laws. These findings present that the present laws has critical loopholes that want to be closed to shield public well being right here in Israel and, specifically, to shield our youth from being uncovered to tobacco merchandise commercials. This examine has implications for smoking laws globally, because it reveals how the tobacco trade makes use of advertising and marketing techniques designed to circumvent governments’ makes an attempt to shield their public’s well being.”

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