Kemerovo State University
Kemerovo institute (branch) of Plekhanov Russian University of Economics (Department of management and business technologies, Associate Professor)
from 06.03.1999 to 31.08.2018
Kemerovo, Kemerovo, Russian Federation
employee
Kemerovo, Kemerovo, Russian Federation
Kemerovo, Russian Federation
While most Russian smokers prefer conventional cigarettes, e-cigarettes and vapes are becoming more and more popular. This situation causes public and governmental concern. The law prohibits to sell tobacco and nicotine products to minors, as well restricts their promotion and advertising. This article describes violations of the current legislation in the promotion of tobacco and nicotine-containing products and delivery systems. The authors analyzed the dynamics of demand for tobacco and nicotine products and delivery systems and compared the regulatory restrictions with the actual advertising practices. As a result, they identified the most popular tools and ways to circumvent the legislation in this sphere. The analysis involved advertising used by 152 trade organizations that sold tobacco and nicotine products and delivery systems between September 2024 and February 2025. It covered storefronts, exterior structures (billboards, standers, etc.), printing materials (flyers, booklets, posters), and internet publications (company websites, social media accounts, search engines, information and reference system services where the organizations post their interior and exterior photos). The research also included reports on violations published by the Federal Antimonopoly Service in 2020–2024. Violations in the field of nicotine advertising proved to be highly diverse. The most common ones referred to product placing in sales halls, advertising of individualization tools, and providing false information about the advantages of nicotine products.
market research, marketing research, nicotine-containing products, vapes, tobacco products, promotion, restrictive measures, regulation, violations of legislation
1. Flenkina E. S., Vasilyeva O. A. The role of advertising in the economy. Problems and prospects of innovative development of world agriculture: Proc. IX Intern. Sci.-Prac. Conf., Saratov, 16–18 May 2023. Saratov: Saratov State University of Genetics Biotechnology and Engineering named after N. I. Vavilov, 2023, 198–203. (In Russ.) https://elibrary.ru/bnqylv
2. Krasnov S. V. Advertising and its role in modern society of mass consumption. Nauka XXI veka: Aktualnye napravleniya razvitiya, 2016, (2-2): 43–45. (In Russ.) https://elibrary.ru/xiegbr
3. Ezhakova N. V., Akazova N. N. The role of advertising as a creative industry in the development of the economy. Current Research, 2022, (47): 85–87. (In Russ.) https://elibrary.ru/kebtgk
4. Semenkova A. A. The functions of advertising in modern society. XXXV International Plekhanov Readings: Proc. Intern. Sci.-Prac. Conf., Moscow, 22–24 Mar 2022. Moscow: PRUE, 2022, vol. 2, 225–228. (In Russ.) https://elibrary.ru/ofrney
5. Kikot N. A. The essence and functions of advertising. Enigma, 2022, (43): 17–20. (In Russ.) https://elibrary.ru/nuxihg
6. Ignatev V. M., Gezhina D. A., Shum V. A. Advertising: Functions, principles, and types. Ekonomika i socium, 2015, (2-2): 637–644. (In Russ.) https://elibrary.ru/unyjud
7. Fedorova N. I., Khodachek V. M. Questions of justification of state policy regulation of production and consumption of socially dangerous goods and services. Administrative Consulting, 2021, (4): 105–114. (In Russ.) https://doi.org/10.22394/1726-1139-2021-4-105-114
8. Skokov R. Yu. Economic theory of addictive goods markets. Volgograd: VolSU, 2019, 484. (In Russ.) https://elibrary.ru/ricuya
9. Skokov R. Yu., Popova L. V. Peculiarities of economic behavior of consumers of addictive goods. Vestnik Chelyabinskogo gosudarstvennogo universiteta, 2019, (11): 102–110. (In Russ.) https://elibrary.ru/jwmfhx
10. Skokov R. Yu. Model of the mechanism of institutional regulation of addictive goods markets. Zhurnal ekonomicheskoj teorii, 2019, 16(2): 279–292. (In Russ.) https://doi.org/10.31063/2073-6517/2019.16-2.9
11. Danchenok L. A., Pichugina E. G. Socially dangerous goods: Classification and counter-marketing tools. A management model for a knowledge-based economy: Proc. Intern. Sci.-Prac. Conf., Moscow, 15–17 May 2013. Moscow: MESI, 2013, vol. II, 7–11. (In Russ.) https://elibrary.ru/soeych
12. Skokov R. Yu. The scenario approach in the state regulation of addictive goods market. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 3, Ekonomika. Ekologiya, 2015, (4): 18–27. (In Russ.) https://doi.org/10.15688/jvolsu3.2015.4.2
13. Skokov R. Yu. The evolution of the theory and practice of state regulation of addictive goods markets. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 3, Ekonomika. Ekologiya, 2016, (1): 7–18. (In Russ.) https://doi.org/10.15688/jvolsu3.2016.1.1
14. Filatov V. V., Artemyev N. V., Novikov A. V., Grigoriev V. A. Identification, detection of falsification and countering illicit trafficking of tobacco products in the EAEU. Zhurnal prikladnyh issledovanij, 2023, (12): 97–106. (In Russ.) https://elibrary.ru/viqiyy
15. Tikhonova O. Yu., Kotova T. V. Labeling of food products as a factor of informed choice. Current issues of science and technology: Proc. II International Competition of Research Works, Ufa, 20 Sep 2020. Moscow: NIC "Vestnik nauki", 2020, 20–29. (In Russ.) https://elibrary.ru/vsvsnd
16. Tikhonova O. Yu., Dmitrieva N. V., Kotova T. V., Frolova T. V., Gruzin A. A. Marketing research of food labeling contrast. Tekhnologiya i tovarovedenie innovacionnyh pishchevyh produktov, 2023, (6): 56–62. (In Russ.) https://elibrary.ru/butodz
17. Tyatenko A. K., Kataev A. S., Kopylova M. I., Savina S. D., Agaeva R. R., Moiseeva E. V., Ivkova E. A., Tyutyunnikov M. S. Analysis of the Russian tobacco market. Aktualnye voprosy otraslevyh rynkov i mezhdunarodnoj kommercii, 2022, (2). (In Russ.)
18. Makarova I. A., Akatova E. V., Nikolin O. P., Ivanova O. S. Vaping is a bad habit or subculture. Narkologiya, 2024, 23(2): 60–78. (In Russ.) https://elibrary.ru/nnriog
19. Skripkina N. V., Chuvinova I. V., Belova V. V. Vaping – the danger of the 21st century. Tambov Medical Journal, 2025, 7(2): 85–93. (In Russ.) https://doi.org/10.20310/2782-5019-2025-7-2-85-93
20. Boyarchuk O. R., Kosovskaya V. A., Kosovskaya T. M., Garian T. V., Dobrovolskaya L. I. Survey results of teenage-pupils about vaping. Russian Journal of Preventive Medicine, 2021, (4): 30–36. (In Russ.) https://doi.org/10.17116/profmed20212404130
21. Ishbuldina A. V., Vakhitov Kh. M., Gaichik E. A. The impact of vaping on the health of children and adolescents. Russian Bulletin of Perinatology and Pediatrics, 2024, 69(5): 22–28. (In Russ.) https://doi.org/10.21508/1027-4065-2024-69-5-22-28
22. Yakubov M. Kh., Pozdeeva E. A. Vaping and its impact on physical activity of university students. Physical Culture and Health, 2024, (4): 524–527. (In Russ.) https://elibrary.ru/fhlopn
23. Shalomova E. V., Korovaitseva M. P. Harmful effects of vapes on the body of minors. Global Scientific Potential, 2025, (1): 64–66. (In Russ.) https://elibrary.ru/tairbt
24. Oksuzyan A. V., Dubinin O. A., Haliullina K. R. Traumatic and toxic effects of electronic vaporizers on the human body. Modern Science, 2021, (2-1): 235–237. (In Russ.) https://elibrary.ru/glnnfn
25. Avakian G. A. Analysis of legal mechanisms in shaping the economic environment of the tobacco market in the Russian Federation. The Eurasian Scientific Journal, 2024, 16(S3). (In Russ.) URL: https://esj.today/PDF/32FAVN324.pdf (accessed 20 Jul 2025). https://elibrary.ru/umvfgv
26. Tikhonova O. Yu., Bersenev I. I., Kotova T. V., Frolova T. V., Dmitrieva N. V., Gruzin A. A. Towards the development of templates for determining the contrast of food labeling. Food Industry, 2023, (8): 41–52. (In Russ.) https://doi.org/10.52653/PPI.2023.8.8.008
