Advertising and sponsorship of the Tobacco Industry in a university community of Pinar del Río, Cuba

Abstract

Objectives: To characterize smoking at the "Hermanos Saiz Montes de Oca" University in Pinar del Río; to identify exposure to marketing strategies of the national tobacco industry directed at the population, and to describe marketing strategies at points of sale.

Materials and methods: A descriptive-cross-sectional study; it was conducted from April to June 2024. The universe consisted of 164 smokers and ex-smokers; four points of sale were selected. The combination of empirical methods such as questionnaires and observation, literature review, and the use of descriptive statistics allowed for triangulation of the information.

Results: Similarities and differences in addiction were found between students and workers; more than half of the students tried electronic cigarettes. Free distribution of cigarettes, exposure to advertising on social media, and points of sale were identified. Conclusions: The university community is characterized by an early onset of tobacco addiction and difficulty in quitting due to psychological characteristics and exposure to advertising. Marketing strategies are limited to the informal market and social media. Points of sale provide accessibility to cigarettes on the university campus; relevant authorities have information to develop proposals and reduce social factors that promote smoking; the methodology and instruments designed allow for research with a similar purpose.

Keywords: Marketing; Cigarettes; Points of sale; University; Pinar del Río.