Big Tobacco is using social media influencers to hook a new generation of smokers | Parent24
” – a type of qualitative social media inquiry that focuses on cultural contexts, social structures and deeper meanings – only looked at public posts, images that any 13-year-old with an account could see.Our investigation uncovered a range of promotional activities and a web of public relations and advertising agencies that cleverly leveraged the strengths of social media to keep tobacco advertising under the radar of existing regulation.
In Indonesia, we found brand ambassador training camps that lasted two full weeks and were run by the domestic tobacco company Gudang Garam. At these camps, young nano-influencers were paid generous fees, taught about cigarette brands images and then provided lessons about how to better maintain their social media feeds.
Some companies used Facebook pages to recruit young people to attend their parties. After answering a few questions on the Facebook page, for example, responders were enrolled in a mailing list resulting in invitations to cool pop-up “parties and edgier events.”
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