Marketing Strategies for Promoting or Preventing Tobacco Use among Youth

The study aims to examine the marketing efforts that encourage and oppose the consumption of tobacco and tobacco products, especially among young people. The motivational marketing activities for tobacco and tobacco products are based on themes such as freedom, social belonging and aspirational lifestyles, especially to attract young people. On the other hand, counter-marketing efforts for these products focus on public service announcements, legal measures and behavioral change campaigns, or a combination of all of these, to raise public awareness, thus attempting to reduce potential harmful effects from the very beginning. The study examines both-way marketing efforts on the subject with global and regional examples, and emphasizes graphical warnings, increased tax practices, digital promotion activities and other effective policies to prevent people from quitting or starting smoking. In the literature, studies on the subject reveal the critical role of comprehensive and multi-faceted approaches in reducing the use of tobacco and tobacco products and the health risks they may bring. In addition, this study emphasizes that there is a need for continuous innovation in anti-tobacco marketing activities, especially in today's world, in digital and social media areas, in order to counter the strategies developed by the tobacco industry for the sale of their products. The most basic conclusion obtained from the research is that the long-term prevention of tobacco product use will be achieved by the integrated action of the social and legal environment in a broader sense.