Social Media Marketing by E-cigarette and Heated Tobacco Product Brands in Vietnam

This study examined marketing strategies used and product characteristics advertised by e-cigarette and heated tobacco product (HTP) brands on social media in Vietnam.  Study findings suggest e-cigarette and HTP companies used their brand social media pages to advertise their products and engage consumers in Vietnam. 

Restrictions on social media marketing may be an implementation challenge but implementing and enforcing a ban on the marketing of e-cigarettes and HTPs in Vietnam, in addition to the ban on production, sale, import, storage, transportation, and use, would be consistent with these study findings. This would support the implementation of the new policy and help prevent youth exposure to targeted advertisements for e-cigarettes and HTPs.