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/home/.sites/685/site2987125/web/vivid/wp-content/plugins/advanced-custom-fields-pro/pro/fields/class-acf-field-clone.php on line 35 Influencer werben indirekt für Nikotin - VIVID - Fachstelle für Suchtprävention
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VIVID INSIDE

Influencer werben indirekt für Nikotin

Besonders neue Tabak- und Nikotinprodukte wie E-Zigaretten und Tabakerhitzer werden als stylische und „normale“ Lifestyle-Accessoires verharmlost vermarktet.

Neue Tabak- und Nikotinprodukte als Lifestyle-Accessoires

Sie strahlen bis über beide Ohren, weil sie zu „Valentine“ die neueste E-Zigarette geschenkt bekommen haben, haben ihren Tabakerhitzer neben sich liegen, während sie über die neueste Mode plaudern, machen lustige Gebilde aus Zigaretten oder lassen ihre E-Zigarette wie zufällig aus der Hosentasche schauen, während sie von hinten fotografiert werden: Tabakkonzerne sind in den letzten Jahren weltweit dazu übergegangen, ihre Produkte auch mittels Influencern in sozialen Medien zu vermarkten. Medien wie New York Times und Reuters haben über diese Strategie bereits berichtet.

Besonders für E-Zigaretten und Tabakerhitzer wird diese Form der indirekten Werbung vermehrt eingesetzt. Im Vordergrund steht dabei, die neuen Tabak- und Nikotinprodukte als stylische und „normale“ Lifestyle-Accessoires zu vermarkten. Transportiert wird dabei stets auch ein Anschein von Harmlosigkeit. Im Zentrum steht weniger der Konsum als das Produkt selbst, von dem jedoch klar ist, dass sein einziger Zweck der Konsum von Tabak und Nikotin ist.

Eine große Kampagne setzt sich nun seit 2019 dafür ein, dass Facebook und Instagram bei indirekter Werbung für Tabakprodukte und E-Zigaretten näher hinschauen und diese unterbinden. Sie regeln durch ihre Firmenpolitik auch andere Inhalte, die sie nicht unterstützen wollen, etwa Gewalt und Rassismus.

Daher wurde Mark Zuckerberg in einer von Tobaccofree Kids organisierten weltweiten Aktion gebeten, die Facebook-Firmenpolitik dahingehend zu ändern. Mit Erfolg: Sie änderten ihre Regeln tatsächlich, allerdings ausschließlich zu konventionellen Tabakzigaretten. E-Zigaretten und Tabakerhitzer sind von den neuen Regeln nicht erfasst, obwohl besonders diese beiden Produkte über soziale Netzwerke beworben werden. 222 Institutionen aus 76 Ländern – darunter VIVID – Fachstelle für Suchtprävention baten Facebook daher um Nachschärfung der Firmenpolitik.

Eine Kampagne unter dem Titel „Take A Part Now“ macht auf das Problem aufmerksam. Unter anderem erklärt ein Video, warum Tabak- und E-Zigarettenwerbung über Influencer ein Problem ist. Häufig ist die Werbung durch Influencer nicht als Werbung gekennzeichnet.

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