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<h1>“龍江綠”距離市場更近了</h1><br /><br /><p>吸煙有害健康早就是社會共識。從《世界衛生組織煙草控制框架公約》到我國的《廣告法》《互聯網廣告管理暫行辦法》,都對煙草廣告予以禁止。然而,北京市疾控中心昨天發布的一項為期半年的監測顯示,煙草營銷並沒有在傳播媒介上絕跡,營銷手段也從以往的硬廣告向軟廣告變化,讓監管面臨更大挑戰。</p><br /><br /><p>昨日,記者從北京市疾病預防控制中心了解到,中心聯合北京大學新媒體研究院社會化媒體研究中心合作開展了2018年中國互聯網煙草營銷數據監測,監測時間為2018年1月1日至6月30日。北京市疾控中心副主任曾曉芃介紹,2016年,我國出台《互聯網廣告管理暫行辦法》,第5條規定禁止利用互聯網發布煙草的廣告。</p><br /><br /><p>然而,調查發現,煙草營銷信息在內地的互聯網平台上仍然大量存在。2018年1月至6月期間,監測項目共抓取煙草廣告和促銷相關信息51892條,煙草新聞7289條,煙民討論47304條。在煙草廣告和促銷相關信息中,煙草代理商銷售信息最多,為39507條,佔76.13%﹔煙草代購銷售信息1959條,佔3.78%﹔煙草廣告信息1977條,佔3.81%﹔煙草贊助信息265條,佔0.51%。</p><br /><br /><p>與傳統廣告形式相比,互聯網平台上的煙草營銷信息更多使用軟性植入的方式,有更強的隱蔽性。本次監測中發現了大量的煙草廣告和促銷相關情懷軟文信息和偽科學信息。其中,抓取情懷軟文信息7766條,佔14.97%。這些情懷軟文通過渲染煙草與愛情、友情、親情之間的關系,傳播煙草信息,美化吸煙行為,提升公眾對煙草品牌的認同度。</p><br /><br /><br /><br /><p>本次還抓取到煙草相關偽科學信息418條,傳播與科學相反的偽科學信息,以此加強品牌的認知度,從而吸引更多的潛在客戶。這些隱蔽的廣告信息,會給相關部門的監管工作帶來難度和挑戰。雖然目前在內地,男性仍然是卷煙的主要消費群體,但是在互聯網平台上,女性和青少年群體正在成為煙草營銷信息的主要傳播對象。</p><br /><br /><p>在監測的14個網絡平台中,從微博抓取的煙草廣告和促銷相關信息最多,為42834條,佔82.54%。今年3月15日,新浪微博數據中心發布的《2018微博用戶發展報告》顯示,18-30歲的年輕用戶佔微博平台用戶的75%﹔監測還發現,一些主要面對女性的導購分享平台上存在大量煙草營銷信息。</p><br /><br /><p>可見,女性和青少年群體正在成為煙草營銷信息的主要傳播對象。北京市疾控中心介紹,基於以上發現和我國現行法律法規的規定,該中心將繼續深入和相關部門的合作,繼續開展互聯網煙草營銷狀況監測,深度挖掘監測數據,收集典型案例,定期公布監測結果。該中心也將對典型案例進行甄別,對涉嫌違反廣告法的案件提交有關部門進行處理。</p><br /><br /><p>並組織專家針對偽科學信息進行梳理和批駁,充分利用互聯網加強對公眾的控煙教育和法律教育,發動社會監督力量,淨化互聯網環境。監測發現,近年來,一些煙草品牌開始從女性群體中挖掘潛在消費者,針對女性的互聯網煙草廣告有所增加。</p><br /><br /><p>其中,爆珠、細支和某煙草品牌成為最常被討論的關鍵詞。分析認為,女性較排斥濃厚難聞的煙味,爆珠淡化煙味,符合女性消費者好奇、娛樂的消費心理。記者發現,除了青蘋果、草莓、檸檬等較常見的水果味,還出現了酒味、酸奶味、巧克力味等口味。“細支”則是對卷煙外觀的改良。</p><br /><br /><p>相比傳統煙,女士煙形狀顯得更加細長潔白,有學者認為這樣的設計更容易勾起女性消費者對自己身體的聯想,是專為女性提供的。然而,女性吸煙不僅危害自身健康,甚至可以危害到下一代。</p><br /><br /><p>早在2012年,由國家衛生部(現國家衛健委)發布的《中國吸煙危害健康報告》中提到,有充分証據說明女性吸煙可以降低受孕幾率,導致前置胎盤、胎盤早剝、胎兒生長受限、新生兒低出生體重以及嬰兒猝死綜合征等。記者發現,安全健康成為網絡上不少煙草產品主打的賣點。</p><br /><br /><p>其中,低焦油、爆珠常和低危害聯系起來。然而,北京市疾控中心副主任曾曉芃稱,這些說法只是偽科學。其中,爆珠只是增加了不同的口感,和降低危害沒有任何關系,所謂低焦油也同樣會給人體造成不良影響。一些文案稱,使用電子煙是傳統煙草更安全的替代品,甚至是戒煙手段,還有人認為電子煙可以讓身邊人免受二手煙的危害。</p><br /><br /><p>曾曉芃否認道,業界很多研究証明電子煙同樣有害,很多國家已經對電子煙予以限制。禁止在大眾傳播媒介或者公共場所、公共交通工具、戶外發布煙草廣告。禁止利用其他商品或者服務的廣告、公益廣告,宣傳煙草制品名稱、商標、包裝、裝潢以及類似內容。禁止向未成年人發送任何形式的煙草廣告。</p><br /><br /><p>違反第二十二條規定發布煙草廣告的,由工商行政管理部門責令停止發布廣告,對廣告主處二十萬元以上一百萬元以下的罰款,情節嚴重的,並可以吊銷營業執照,由廣告審查機關撤銷廣告審查批准文件、一年內不受理其廣告審查申請﹔對廣告經營者、廣告發布者,由工商行政管理部門沒收廣告費用,處二十萬元以上一百萬元以下的罰款,情節嚴重的,並可以吊銷營業執照、吊銷廣告發布登記証件。</p><br /><br /><p> [https://www.satismax.hk/ 網上廣告] 。昨日,記者在微博、貼吧、小紅書等社交平台/APP上發現,正如疾控部門監測到的情況,煙草營銷信息並未絕跡,一些煙草廣告還打得十分直接。</p><br />
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Revision as of 14:42, 15 September 2019

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