Faculty of Medicine, Ovidius University, Constanta, Romania.
Romanian Primary Care Respiratory Group RespiRO, Bucharest, Romania.
NPJ Prim Care Respir Med. 2023 Mar 2;33(1):8. doi: 10.1038/s41533-023-00333-y.
Heated tobacco products have a rapid uptake, especially among young people, mostly where advertising is unregulated, as is the case in Romania. This qualitative study explores the influence of direct marketing methods of heated tobacco products on young people, their perception and behaviour towards smoking. We have carried out 19 interviews with smokers of heated tobacco products (HTPs) or/and combustible cigarettes (CCs) or non-smokers (NS), aged 18-26. Using the thematic analysis, we have identified three overarching themes: (1) people, places, and subjects of marketing, (2) engagement with risk narratives and (3) social body, family bonds, and autonomous self. Even if most of the participants have been exposed to a mix of marketing methods, they did not acknowledge the influence that marketing has on their decision to experience smoking. Young adults' decision to use heated tobacco products seems to be influenced by a cluster of reasons: overcoming the legislation gap which prohibits indoor use of combustible cigarettes but not heated tobacco products; the attractivity of the product (novelty, inviting appearance, technological appeal and price) and presumed less damaging effects on health.
加热烟草制品（HTP）在年轻人中迅速普及，尤其是在广告不受监管的地方，罗马尼亚就是这种情况。这项定性研究探讨了加热烟草制品的直接营销方法对年轻人的影响，以及他们对吸烟的看法和行为。我们对 18-26 岁的 HTP 或/和可燃香烟（CC）吸烟者或非吸烟者进行了 19 次访谈。通过主题分析，我们确定了三个总体主题：（1）营销的人和地点以及主体，（2）与风险叙述的接触，（3）社会身体、家庭纽带和自主自我。尽管大多数参与者都接触过混合营销方法，但他们并不承认营销对他们尝试吸烟的决定有影响。年轻人使用加热烟草制品的决定似乎受到一系列原因的影响：利用立法空白，该空白禁止在室内使用可燃香烟，但不禁止加热烟草制品；产品的吸引力（新颖性、诱人的外观、技术吸引力和价格）以及对健康的潜在较小危害。
