'Zhonghua' tobacco advertisement in Shanghai: a descriptive study
PinPin Zheng1, Xin Ge1, Haihong Qian2
1Key Laboratory of Public Health Safety, Ministry of Education, School of Public Health, Fudan University, Shanghai, PR China.
Tobacco Control
|April 9, 2013
Summary
Despite national bans, Chinese cigarette brand Zhonghua uses indirect advertising, patriotic themes online, and prominent point-of-sale displays. Comprehensive tobacco advertising bans are urgently needed in China.
Area of Science:
- Public Health
- Tobacco Control
- Marketing Research
Background:
- China has implemented national bans on tobacco advertising.
- Understanding current tobacco marketing practices is crucial for effective public health interventions.
Purpose of the Study:
- To document tobacco advertising strategies for the popular Zhonghua cigarette brand in China.
- To identify the various channels used for promoting Zhonghua cigarettes.
Main Methods:
- Media monitoring and direct observational studies were employed.
- Advertisements were assessed across newspapers, television, internet, outdoor placements, and point-of-sale locations in Shanghai.
- Focus was placed on identifying both direct and indirect promotional tactics.
Main Results:
- No direct tobacco advertisements were found on TV or in newspapers, aligning with national regulations.
- Indirect promotion occurred through mentions of counterfeit products in newspapers.
- Online promotion utilized patriotic themes and cultural associations, despite absence on mainstream sites.
- Significant outdoor advertisements and near-ubiquitous point-of-sale displays (95%) were observed.
Conclusions:
- Zhonghua cigarettes are promoted through diverse direct and indirect channels, circumventing existing bans.
- There is an urgent necessity for comprehensive tobacco advertising bans in China to address these practices.
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