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Instituto Nacional de Salud Pública

2012, Número 3

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salud publica mex 2012; 54 (3)


Se busca mercado adolescente: internet y videojuegos, las nuevas estrategias de la industria tabacalera

Barrientos-Gutiérrez T, Barrientos-Gutiérrez I, Reynales-Shigematsu LM, Thrasher JF, Lazcano-Ponce E

Idioma: Español
Referencias bibliográficas: 51
Paginas: 303-314
Archivo PDF: 311.94 Kb.


RESUMEN

La exposición a publicidad sobre tabaco está asociada con el inicio en el consumo, particularmente en población joven, por lo que su control es un objetivo clave para reducir la incidencia de tabaquismo. Históricamente, la industria tabacalera ha sido pionera en la utilización de tecnologías de comunicación para posicionarse ante nuevos mercados y mantener la preferencia de los consumidores. Internet y los videojuegos han trascendido el espacio del entretenimiento, convirtiéndose en medios de comunicación masiva con un alto potencial publicitario. El presente artículo hace una revisión de la literatura existente sobre la presencia de tabaco en internet y videojuegos, con la intención de definir líneas de trabajo para desarrollar mecanismos efectivos de regulación y control de la publicidad en estos medios.


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