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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 …
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.