theguardian.com
Metaverse Becomes New Battleground for Tobacco and Alcohol Marketing
A new report reveals how tobacco and alcohol companies are using virtual spaces like the metaverse to market to young people, bypassing regulations and normalizing harmful products, raising concerns about the long-term public health implications.
- What are the immediate consequences of tobacco and alcohol companies' aggressive marketing strategies in the metaverse?
- Tobacco and alcohol companies are aggressively marketing to young people in the metaverse, exploiting the lack of regulation in these virtual spaces. A report from Vital Strategies details examples of NFTs, immersive events, and online game sponsorships used to promote smoking and vaping, highlighting the industry's proactive approach to circumventing traditional advertising restrictions.
- What are the long-term public health implications of the lack of regulation in the metaverse regarding the marketing of harmful products?
- The lack of regulation in the metaverse poses a significant challenge to public health efforts. The ease with which companies can promote harmful products in this unregulated environment, combined with young users' susceptibility to online influence, may lead to a substantial increase in youth smoking and vaping rates in the coming years. Governments face the difficult task of regulating the internet to provide the same level of consumer protection offered in traditional spaces.
- How are tobacco and alcohol companies leveraging the metaverse's features and social media's engagement techniques to reach young audiences?
- This marketing strategy leverages the immersive nature of the metaverse and the established engagement techniques of social media companies to normalize tobacco and alcohol use among young people. The report highlights the use of digital platforms to bypass traditional advertising restrictions, illustrating a shift in how influence operates in the digital age.
Cognitive Concepts
Framing Bias
The article frames the issue as a serious threat to public health, particularly to young people. The use of terms like "new battleground," "hook and keep people hooked," and "scares me" emphasizes the urgency and negative consequences of tobacco and alcohol companies' activities in the metaverse. However, this framing is supported by evidence from the research and expert opinions, thus maintaining a degree of objectivity.
Language Bias
The language used is generally neutral and informative. While terms like "bloodthirsty" (in the context of a daughter playing a video game) might be considered slightly loaded, it's used to illustrate a point about behavioral changes in the digital space rather than to demonize or unfairly judge. The overall tone remains objective and focused on presenting facts and expert opinions.
Bias by Omission
The analysis focuses primarily on tobacco and vaping marketing in the metaverse, neglecting the broader implications of alcohol and ultra-processed food marketing in these digital spaces, despite mentioning their presence. The lack of in-depth exploration of these other harmful products limits the scope of the analysis and prevents a more comprehensive understanding of the overall problem.
Sustainable Development Goals
The article highlights how tobacco companies are exploiting the metaverse and other digital spaces to market their products to young people, particularly in low-income countries. This undermines efforts to reduce poverty by diverting resources away from essential needs and promoting harmful products that cause health issues, increasing healthcare costs and reducing productivity.