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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.
Keywords
waterpipe; tobacco; smoking; university students; Ukraine; marketing strategies
Full text (pdf) in Ukrainian
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