Tobacco industry marketing strategies that affect perception and use of waterpipe in Ukraine

Tobacco Control and Public Health in Eastern Europe
founded in honor of professor Ilya N. Andreev,
the first coordinator of the coalition 
'For smoke-free Tatarstan'


ISSN 2222-2693 (Print)
ISSN 2222-4629

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Original article

Tobacco industry marketing strategies that affect perception and use of waterpipe in Ukraine
Hanna Diatlenko

BACKGROUND: According to Global Adult Tobacco Survey conducted in Ukraine in 2010, only 31% of adults pointed to health hazards of waterpipe smoking while corresponding levels for cigarettes were much higher. Higher prevalence of use was found in young urban adults with university education. Students lifestyle surveys revealed that up to 70% of students had smoked waterpipe at least once in their lifetime. Thus we aimed to clarify possible mechanisms in charge of widespread use and favorable attitude of young adults towards waterpipe smoking by means of a qualitative study.
METHODS: Semistructured interviews were conducted with 27 university students in Kiev city. Respondents were 11 males and 16 females aged 17-26 years. Convenience sampling was applied. Questions encompassed personal experience of, attitudes towards, and perception of waterpipe smoking.
RESULTS: Waterpipe is perceived by students as a safer alternative of cigarettes. Less irritating smoke is taken as a sign of no adverse health impact. Students are attracted by sweet smell and taste of tobacco smoke produced by waterpipe. Those who had observed the waterpipe tobacco packages reported that they bear pictures of fruit and create perception of a healthy product inside. On some packages, health warnings and the information regarding content are either absent or written in a language customers cannot read. Tobacco and accessories were reported to have been displayed in most attractive places in supermarkets.
CONCLUSIONS: The study reveals the necessity to strengthen the awareness campaign depicting the devastating consequences of waterpipe use. To close the existing loopholes, the Ukrainian legislation needs to require health warnings on waterpipe packages which differ from those on cigarette packs, ban of tobacco products display at the points of sales, and ban of fruity additives to tobacco.

waterpipe; tobacco; smoking; university students; Ukraine; marketing strategies

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