Article Text

Download PDFPDF
E-cigarette marketing targeted to youth in South Korea
  1. Wonkyong Beth Lee
  1. Correspondence to Professor Wonkyong Beth Lee, DAN Management and Organizational Studies, Faculty of Social Sciences, Western University, 1151 Richmond Street, Social Sciences Centre, Room 4313, London, ON, Canada N6A 5C2; wlee322{at}

Statistics from

Request Permissions

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.

Since e-cigarettes were introduced to Korea in 2007, their use has increased rapidly,1 ,2 including among youth; in 2008 <1% of Korean youth had tried e-cigarettes but increased to almost 5% in 2011 and 9% in 2014.1 ,3 ,4 Although multiple studies have raised concerns that youth are vulnerable to e-cigarette marketing,1–3 ,5 there are few illustrations of marketing tactics that explicitly target youth. This paper highlights e-cigarette marketing in Korea overtly directed towards youth, focusing on the Ovale brand, a joint venture by three companies that currently distribute in 140 countries.6

Figure 1 shows a movie event announcement for the film, Teuksubon (특수본; SIU—Special Investigations Unit), which received production support from Ovale Korea. The announcement was displayed in an internet forum for youth to share information about college/university …

View Full Text


  • Adjunct professor, Department of Advertising and Public Relations, College of Communications, Hanyang University, South Korea

  • Competing interests None declared.

  • Provenance and peer review Not commissioned; externally peer reviewed.