Globally, new media are quickly superseding traditional media as the most popular tool for the dissemination of information and persuasive marketing promotions. As of December 2013, there are 618 million internet users in China, including 500 million mobile users.1 Weibo (Chinese translation for ‘Micro Blog’) and WeChat, the Chinese counterparts to Twitter and WhatsApp, respectively, are the two most important social networking channels in China. This explosive rise in social media users offers the tobacco industry a powerful and efficient marketing channel.

Like Twitter, Weibo users can post 140-character messages that may include web links and emoticons. Most Chinese tobacco companies have active Weibo accounts that serve to open dialogue and build relationships with users. For example, on the Weibo homepage of the ‘Mountain Tai’ tobacco brand, there are profile photos and other trademarked brand images (figure 1). Detailed promotional content about products is also posted through text, image and video files. Tobacco advertisements and promotional content are posted alongside information about food, sports and social events. Some Weibo posts also include tips encouraging smokers to do more exercise and eat healthy food to reduce the harms of smoking.

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Figure 1

Homepage of ‘Mountain Tai Club’ Weibo.

WeChat is a mobile phone text and voice messaging application with 600 million users which provides multimedia communication and supports social networking.2 ,3 In contrast to Weibo where the information is primarily disseminated openly to the public, WeChat is a personal communication tool which enables one to one or small group interaction. This type of platform enables highly targeted marketing opportunities. The Chinese tobacco industry has noticed this unique advantage and developed a WeChat application. Figure 2 shows several Chinese tobacco companies’ WeChat accounts and reveals that some companies have used their brand name, product packaging or slogans as account logos. Normally, companies establish public accounts and mobile phone users join by finding these accounts through key word searches. Once WeChat users join an account they then automatically receive any information the account shares with its members. For the tobacco company WeChat accounts, such promotional content includes new product recommendations and the introduction of new brands. Additionally, the tobacco industry has an account targeted at retailers and trade agencies that covers purchase orders and promotional messages (figure 3).

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Figure 2

Some tobacco company accounts in WeChat application.

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Figure 3

Local tobacco company uses WeChat for introducing cigarette brand and purchase order.

The rapid expansion of Weibo and WeChat has changed media habits and social norms around when and where content is accessed. The tobacco industry has exploited this opportunity and redirected resources to this poorly regulated channel. New media offer the tobacco industry a continually evolving range of technologically innovative means to market products and counter tobacco control denormalising strategies.4 Moreover, the reach of social media goes beyond national borders and may weaken global tobacco control efforts, including the WHO Framework Convention on Tobacco Control. Urgent action is needed to include online media in China's tobacco advertising ban.