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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 Werbung für Tabak und Nikotin: Was erlaubt ist - VIVID - Fachstelle für Suchtprävention
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VIVID INSIDE

Werbung für Tabak und Nikotin: Was erlaubt ist

Da Tabak und Nikotin ein großes Schädigungspotenzial haben und zu Suchterkrankungen führen, gelten für sie bezüglich Werbung, Marketing und Sponsoring andere gesetzliche Regelungen.

Grundsätzlich verboten mit einigen Ausnahmen

Tabak und Nikotin haben ein großes Schädigungspotenzial. Sie führen zu Suchterkrankungen oder erhalten diese aufrecht. Sie schaden der Gesundheit. Daher gelten für sie bezüglich Werbung, Marketing und Sponsoring andere gesetzliche Regelungen als für harmlose Konsumgüter. Denn die Regulierung richtet sich nach dem Gefahrenpotenzial.

Demensprechend ist nach EU-Recht und nach österreichischem Recht die Werbung für Tabakprodukte und für verwandte Erzeugnisse (etwa E-Zigaretten) stark eingeschränkt. So dürfen sie weder in Medien wie Rundfunk und Printmedien noch auf Plakaten beworben werden.

Einzelne Möglichkeiten der Werbung bestehen dennoch weiterhin, etwa Werbung, die sich nicht auf ein bestimmtes Produkt bezieht, sondern auf das Rauchen an sich. Auch auf den Außenflächen von Trafiken, in den Verkaufsräumen und auf Zigaretten-Automaten dürfen in Österreich Tabak-  und Nikotinprodukte beworben werden. und Bis sechs Monate nach Einführung einer neuen Marke dürfen Zigaretten verschenkt werden. Auch Werbung am Verkaufsort ist legal. Geworben werden darf auch in Printmedien, die für im Tabakhandel tätige Personen bestimmt sind.

Auch sogenannte „Ambient Media“ wie Feuerzeuge, Aschenbecher, Sonnenschirme für die Gastronomie sind legal, ebenso wie Formen von Brand Stretching. Brand Stretching bezieht sich auf das Ausdehnen des Markennamens auf andere, nicht nikotin-spezifische Produkte. So dürfen Tabakkonzerne unter bestimmten Bedingungen etwa auch Kleidung und Parfüm mit dem Namen von Zigarettenmarken verkaufen.

Daneben gibt es weitere subtile Formen von Werbung und Marketing, die auch für Tabak- und Nikotinprodukte üblich sind. Dazu zählen bezahlte Produktplatzierungen in Filmen, Gratis-Abgaben von Zubehör (etwa „Wutzel-Papier“) und Marketing über Influencer in sozialen Medien. Facebook und Instagram erklärten im Dezember 2019, die Werbung für Tabak und E-Zigaretten zu beschränken – bei einer Überprüfung im April 2020 war Tabak- und E-Zigarettenwerbung auf diesen Kanälen allerdings noch vorhanden.

Eine Novelle des Audiovisuelle Mediendienste Gesetz im Jahr 2021 veränderte auch die Werbung für Tabakerhitzer und E-Zigaretten: Seither sind in Österreich nicht nur für Tabakprodukte in audiovisuellen Medien alle Formen kommerzieller Kommunikation verboten. Das Verbot bezieht seither „Verwandte Erzeugnisse“ (etwa E-Zigaretten) und alle „zum Konsum bestimmten Geräte“ ein.

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