Communication Strategies Used by Tobacco Companies in Conditions of Strict Regulation, Using the Example of the Adoption of an Anti-Tobacco Law in Russia

The study examines communication strategies used by tobacco companies in conditions of strict regulation, using the example of anti-tobacco legislation in Russia. The study aims to fill a gap in knowledge about how tobacco companies adapt their communication practices in the face of changing external circumstances. The period after the adoption of anti-tobacco legislation in Russia in 2013 is considered. The study used qualitative methods, including thematic analysis of tobacco company websites and public documents, as well as analysis of a series of 10 semi-structured expert interviews with specialists with experience working with tobacco company promotions. The results of the work include a description of identified and classified current communication strategies and practices used by tobacco companies under conditions of severe restrictions in the Russian market. The findings from the study provide valuable information for professionals working with promotions in highly regulated industries. The significance of the study lies in its potential to leverage the identified types of communication strategies not only within the tobacco industry, but also in markets facing similar constraints. The findings contribute to a broader understanding of strategic communications in highly regulated environments.