互联网烟草广告和促销信息监测分析  

Analysis on internet tobacco advertising and promotion information

作　　者：黄梨煜[1] 孙颖[1] 王观[1] 段佳丽[1] HUANG Liyu;SUN Ying;WANG Guan;DUAN Jiali(Beijing Center for Disease Prevention and Control,Beijing 100013,China)

机构地区：[1]北京市疾病预防控制中心,100013

出　　处：《首都公共卫生》2023年第4期210-213,共4页Capital Journal of Public Health

摘　　要：目的了解中国互联网烟草广告和促销信息监管情况。方法通过网络爬虫技术,于2021年7—9月采用实时抓取和回顾抓取互联网烟草广告和促销信息,对比分析信息频次、构成比及仍存率。结果实时抓取84002条烟草广告和促销信息,回顾抓取发现仍存18378条,仍存率为21.88%。从平台看,实时抓取微博信息最多(58.34%),回顾抓取发现全网搜索仍存最多(31.76%),烟悦网和小红书仍存率最高(均为100.00%),微博仍存率最低(6.45%)。从关键词看,实时抓取“中华烟”最多(42.75%),回顾抓取“电子烟”仍存最多(28.63%),“加热不燃烧”仍存率最高(53.72%),“中华烟”仍存率最低(5.26%)。从类别看,实时抓取代理商类信息最多(39.62%),回顾抓取硬广类最多(43.70%),赞助类仍存率最高(53.03%),代理商类仍存率最低(0.47%)。结论当前互联网环境对烟草广告和促销信息管控严格程度较高,但其隐蔽性增强,应引起高度重视。Objective To understand the regulation situation of tobacco related advertising and promotion information on the Internet in China.Methods Web crawler technology was used to crawl real-time and retrospective tobacco advertising and promotion information on the Internet from July to September 2021.The frequency,composition ratio and retention rate of tobacco advertising and promotion information were compared and analyzed.Results A total of 84002 tobacco advertising and promotion messages were captured in real time.A retrospective capture found that 18378 tobacco advertising and promotion messages were still stored,with a retention rate of 21.88%.In terms of platform,the proportion of real-time Weibo platform information grabbing was the largest(58.34%).The platform named“Whole Web Search”had the largest proportion of remaining messages(31.76%).The two platforms named“Yanyue.com”and“Xiaohongshu”both had the highest retention rate of messages(100.00%),and the Weibo platform had the lowest rate of retention messages(6.45%).In terms of keywords,the largest proportion of real-time capture information was“China Tobacco”(42.75%).The proportion of“e-cigarette”still stored information obtained by retrospectives was the largest(28.63%).The retention rate of“heating without combustion”was the highest(53.72%),and the retention rate of“Chinese tobacco”was the lowest(5.26%).In terms of categories,the proportion of agent information obtained by real-time capture was the largest(39.62%).The proportion of hard broad information obtained by retrospection was the largest(43.70%).The retention rate of sponsorship information was the highest(53.03%),and the retention rate of agent information was the lowest(0.47%).Conclusions The current Internet environment has a high degree of strict control over tobacco advertising and promotion information,but its concealment is enhanced,which should be paid more attention.

关 键 词：烟草广告 烟草促销 互联网 监测 

分 类 号：R193[医药卫生—卫生事业管理]