Qung co, khuyn mi v ti tr thuc l
Qung co, khuyn mi v ti tr thuc l
Qu Phng chng tc hi ca thuc l
Ti sao cn cm qung co, khuyn mi v ti tr thuc l
Vic qung co, khuyn mi v ti tr (QC,KM,TT) rt c hiu qu cho tng tiu
dng thuc l, l l do v sao ngnh cng nghip thuc l chi hng t ola cho
vic qung co, khuyn mi v ti tr thuc l
Trn an nhng ngi ang ht thuc
nh la cng chng bng cch lm cho vic ht thuc tr thnh mt hnh vi bnh
thng
To ra o tng rng thuc l l mt sn phm tiu dng bnh thng
Tng hng th ca thanh nin vi vic ht thuc
Tng t l ht mi trong thanh nin
Tobacco advertising, promotion and sponsorship (TAPS) work, and
that is why the industry spends billions on TAPS
2
Cm ton din qung co, khuyn mi v ti tr thuc l l bin php hu hiu gim
tiu dng thuc l
L cn thit v QC,KM,TT:
Khuyn khch ngi ht ht nhiu hn
Lm gim ng c b thuc l
Khuyn khch ngi khng ht nh thanh thiu nin bt u ht thuc l
L hiu qu v:
Cm QC,KM,TT hon ton s gim 7-16% tiu dng thuc l tnh ring so vi cc
bin php PCTH thuc l khc.
Cn c thc thi nghim v:
Cn cm hon ton v cm mt phn c rt t hoc khng hiu qu, v s lt cc hnh
thc marketing khc.
t nguyn hn ch l khng hiu qu
Cn xy dng v thc thi nghim quy nh cm hon ton QC,KM,TT
Cm qung co, khuyn mi v ti tr thuc l
iu 13 Cng c khung T chc Y t th gii
Mi Bn, tu theo hin php v cc quy nh ca nc mnh, s m nhn vic cm ton
din mi qung co, khuyn mi v ti tr thuc l
Bao gm cm ton din vic qung co, khuyn mi v ti tr xuyn bin gii xut
pht t lnh th ca mnh
Trong vng 5 nm sau khi Cng c c hiu lc, mi bn m nhn cc hot ng lp
php, hnh php v hnh chnh ph hp v bo co kt qu.
Establishes tobacco control as a priority on the public health
agenda
Provides an evidence-based tool for adoption of sound tobacco
control measures
Introduces a mechanism for firm country commitment and
accountability
5
Hng dn thc thi Cm hon ton QC,KM,TT theo iu 13 Cng c khung ca
TCYTTG
Cm tt c qung co, khuyn mi v ti tr, khng c ngoi l
Cm tt c mi hnh thc trc tip hoc gin tip
Cm tt c cc hnh vi khuyn khch hoc c hiu qu khuyn khch tiu dng
thuc l;
Vn khuyn mi ca cc sn phm thuc l v vic s dng thuc l;
Cm cc hot ng truyn thng, qung b thng mi;
Cm nhn ng gp cho bt k loi hnh s kin, hot ng hay c nhn;
Cm qung co v khuyn mi cc thng hiu thuc l v cc hnh thc qung co kt
hp
Cm cc phng tin truyn thng (bo in, truyn hnh v truyn thanh) v tt
c cc phng tin khc nh internet, in thoi di ng, cc sn phm cng ngh mi
cng nh phim nh.
Cc hnh thc ca TAPS
Qung co trn phng tin thng tin i chng (TV, tp ch, radio,
etc.)
Bin qung co ngoi tri
Bao b
Sn phm min ph
Khuyn mi gim gi
Lng ghp qung co nhn hiu
Trng by sn phm
Ti tr
Hot ng x hi
im bn thuc l
Ngnh cng nghip thuc l ang c gng khng ngng a ra nhng chin thut
khuyn mi mi trn nhng phng tin truyn thng phi truyn thng trnh vic cm
khuyn mi v qung co.
ng gi bao b
ng gi bao b l cu phn quan trng ca qung co v khuyn mi
Thu ht ngi tiu dng
Khuyn mi sn phm
Xy dng v qung b hnh nh thng hiu identity
Logo, mu sc, kiu ch, hnh nh, kiu dng v cht liu
Packaging and product design are important elements of
advertising and promotion.
Parties should consider adopting plain packaging requirements to
eliminate the effects
of advertising or promotion on packaging. Packaging, individual
cigarettes or other
tobacco products should carry no advertising or promotion,
including design features
that make products attractive.
8
Khuyn mi
Khng nht thit l gim gi sn phm
Quay x s
Qu tng
Cc c gi mi cho
Source: The Phnom Penh Post
9
Trng by sn phm
Bao gm vic cho trng by hoc gii thiu cc sn phm thuc l, dch v hay
thng hiu, i ly mt khon tin hoc li ch khc
Chng trnh TV
Hnh ng ngn chn:
Ti n - tt c cc phim nh c s dng thuc l s phi chiu km thng ip v
hnh nh cnh bo sc khe vo u v cui phim v trong nhng cnh c s dng thuc
l
Entertainment and other media forms are normally used for their
potential to reach masses and influence pop culture.
Parties should take particular measures concerning the depiction
of tobacco in entertainment media products, including requiring
certification that no benefits have been received for any tobacco
depictions, prohibiting the use of identifiable tobacco brands or
imagery, requiring anti-tobacco advertisements and implementing a
ratings or classification system that takes tobacco depictions into
account.
10
Cc hot ng x hi khc (CSR)
y thc cht l hnh thc khc ca ti tr thuc l, nhm mc ch qung co v
khuyn mi
Thc hin cc hot ng ti tr nhn o nh mt cng dn gng mu
Cc chng trnh phng chng ht thuc l trong thanh nin
The Parties should ban contributions from tobacco companies to
any other entity for socially responsible causes, as this is a form
of sponsorship. Publicity given to socially responsible business
practices of the tobacco industry should be banned, as it
constitutes advertising and promotion.
World Health Organization
11
Qung co ti im bn
Trng by ti im bn khng b cm hu ht cc quc gia.
Qung co ti im bn bao gm:
Poster qung co bn l
Bin bo
Cc hnh thc qung co bng thit b nghe nhn
My bn thuc l t ng
as well as the power wall which can be seen in this picture.
Display and visibility of tobacco products at points of sale
constitutes advertising and promotion and should therefore be
banned. Vending machines should be banned because they constitute,
by their very presence, a means of advertising and promotion.
12
Cc t chc dn s c th tr thnh i tc ch ng trong vic ngn chn
QC,KM,TT
Cc t chc dn s c th s dng cc t chc khu vc theo di, gim st
H tr cc nhn vin cng v
T chc dn s c th m rng tch cc cc chin dch truyn thng cho chnh
ph
Chnh ph v t chc dn s c th cng phi hp tng cng thc thi Lut v bo v
sc khe cng ng
13
Quy nh cm qung co khuyn mi v ti tr thuc l chnh sch v thc trng ti
Vit nam
Chnh sch
Chin lc quc gia PCTH ca thuc l, giai on 2012- 2020 (Quyt nh s
229/Q-TTg ngy 25/01/2013)
Thng t lin tch s 05/2013/TTLT-BYT-BCT hng dn ghi nhn v in cnh bo
sc khe trn bao b thuc l
Ngh nh s 67/2013/N-CP qui nh chi tit mt s iu v bin php thi hnh
Lut PCTH ca thuc l v kinh doanh thuc l
Nghi nh s 77/2013/N-CP qui nh chi tit thi hnh Lut PCTH ca thuc l
v mt s bin php PCTH thuc l
Quyt nh s 47/2013/Q-TTg v vic thnh lp, c ch hot ng v t chc ca Qu
PCTH ca thuc l
Ngh nh s 176/2013/N-CP x l vi phm hnh chnh trong lnh vc y t, bao
gm PCTH ca thuc l
15
2000
Ngh quyt s 12/2000/NQ CP ca Th tng Chnh ph v chnh sch quc gia
PCTH thuc l 2000-2010
2004
Vit Nam gia nhp Cng c khung v Kim sot thuc l (FCTC)
2007
Ch th s 12/2007/CT - TTg ca Th tng Chnh ph v tng cng cng tc PCTH
thuc l
Lut Phng chng tc hi thuc l
2009
Quyt nh s 1315/Q-TTg v vic ph duyt K hoch thc hin Cng c Khung v
kim sot thuc l.
2013
Lut Thng Mi:
Lut Qung co:
Lut Phng chng tc hi thuc l:
iu 100: cc hnh vi b cm trong hot ng thng mi: Khuyn mi hoc s dng
thuc l khuyn mi di mi hnh thc
iu 7. Sn phm, hng ha, dch v cm qung co: ...Thuc l
iu 9. Cc hnh vi b nghim cm: Qung co, khuyn mi thuc l; tip th
thuc l trc tip ti ngi tiu dng di mi hnh thc
iu 25. im bn l thuc l khng c trng by qu mt bao, mt tt hoc mt hp
ca mt nhn hiu thuc l
Quy nh x pht hin hnh
Lut x l vi phm hnh chnh nm 2012
Ngh nh s 81/2013/N-CP ngy 19/7/2013 ca Chnh ph quy nh chi tit mt
s iu v bin php thi hnh Lut x l vi phm hnh chnh
Ngh nh s 158/2013/N-CP ngy 12/11/2013 ca Chnh ph quy nh x pht vi
phm hnh chnh trong lnh vc vn ha, th thao, du lch v qung co
Ngh nh s 176/2013/N-CP ngy 14/11/2013 ca Chnh ph quy nh x pht vi
phm hnh chnh trong lnh vc y t
Ngh nh s 185/2013/N-CP ngy 15/11/2013 ca Chnh ph quy nh x pht vi
phm hnh chnh trong hot ng thng mi, sn xut, bun bn hng gi, hng cm v
bo v quyn li ngi tiu dng
16
Thc trng thc thi quy nh cm qung co khuyn mi v ti tr thuc l ti
Vit Nam
Nghin cu ti 10 tnh/thnh ph ti Vit Nam t 2009 2011 (H YTCC): Lo
Cai, Yn Bi, Hi Dng, Thi Bnh, H Tnh, Nng, Khnh Ha, ng Nai, Tp H Ch
Minh v ng Thp
Nghin cu ti 6 tnh/thnh ph ti Vit Nam nm 2014 (Hi YTCC): Thi Bnh,
Hi Dng, Khnh Ha, Bnh nh, ng Thp v Bc Liu
Nghin cu ti 11 tnh/thnh ph ti Vit Nam nm 2015 (H YTCC vs Hi
YTCC): H Ni, Hi Phng, Thi Bnh, Hi Dng, H Tnh, Nng, Khnh Ha, Bnh nh,
Tp H Ch Minh, ng Thp v Bc Liu
Nghin cu ti 10 tnh/thnh ph ti Vit Nam t 2009 2011 (H YTCC): Lo
Cai, Yn Bi, Hi Dng, Thi Bnh, H Tnh, Nng, Khnh Ha, ng Nai, Tp H Ch
Minh v ng Thp
T l im bn vi phm quy nh cm qung co v khuyn mi thuc l t 2009 n
2011
T l im bn vi phm quy nh cm QC v KM thuc l (gm vi phm v trng by
thuc l)20092010201195.295.393.8T l im bn vi phm quy nh cm QC v KM
thuc l (khng tnh vi phm trng by thuc
l)20092010201142.538.30000000000000441.5
T l im bn vi phm quy nh cm QC thuc l t nm 2009 n 2011
Ln 1 (2009)
Tranh/ p phch/ pano qung coBng rn, che qung coTrng by qu mt bao/
mt ttS dng t/ k/ xe y trng byVt phm qung co
khc9.6590.633.2000000000000033.1Ln 2 (2010)
Tranh/ p phch/ pano qung coBng rn, che qung coTrng by qu mt bao/
mt ttS dng t/ k/ xe y trng byVt phm qung co khc5.75.39329.24.5Ln 3
(2011)
Tranh/ p phch/ pano qung coBng rn, che qung coTrng by qu mt bao/
mt ttS dng t/ k/ xe y trng byVt phm qung co
khc4.56.690.630.96.5
Qung co trn bng bin
Qung co trn d
Qung co qua nhn vin tip th
Qung co qua hp trng by
Qung co trn t trng by
Qung co trn thng xe
22
Poster trn t trng by ca Craven A (BAT) qua 3 ln iu tra
T ri, poster trn t/ hp trng by ca 555 (BAT) qua 3 ln iu tra
Cc hot ng khuyn mi thuc l theo nhn hiu t nm 2009 n 2011
Hot ng khuyn mi ti im bn
24
Ln 1 (2009)
ng gi nh hn 20 iu Tng qu khi mua sn phmKhuyn mi v gi19.73.211Ln
2 (2010)
ng gi nh hn 20 iu Tng qu khi mua sn phmKhuyn mi v
gi28.24.900000000000000410Ln 3 (2011)
ng gi nh hn 20 iu Tng qu khi mua sn phmKhuyn mi v gi335.67.5
Cc vt phm khuyn mi khi mua thuc l: mc cha kha, dim, USB
Cc chng trnh khuyn mi
Khuyn mi v gi vi bao 6 iu (4.000), 10 iu (7.000) v 12 iu
(8.000)
25
Nghin cu ti 6 tnh/thnh ph ti Vit Nam nm 2014 (Hi YTCC): Thi Bnh,
Hi Dng, Khnh Ha, Bnh nh, ng Thp v Bc Liu
Tnh hnh vi phm chung cc quy nh v cm qung co, khuyn mi thuc l ti
3 tnh
T l vi phm chung kh cao ny cng tng ng vi nghin cu c thc hin nm
2009-2011 ca Trng i hc Y t cng cng, vi 94,9% t l cc im bn trong ton
quc vi phm t nht mt tiu ch v cm qung co hoc khuyn mi. Tnh c vi phm
cao nht ti nghin cu ca Trng i hc Y t cng cng nm 2009-2011 cng l
Khnh Ha (100%) (HSPH 2012). Kt qu ny kh tng ng vi kt qu ca nghin cu
ny, Khnh Ha cng l mt trong hai tnh c t l vi phm cao nht
(97,0%).
27
Vi pham quy nh trng by qu 01 bao/01 tt ca mt nhn hiu thuc l
28
Vi phm quy nh v khuyn mi
5 loi hnh vi phm qung co, khuyn mi ph bin nht ti im bn
Trng by qu s lngThi Bnh Hi Dng Khnh Ha Bnh nh ng ThpBc Liu
Chung0.835000000000000630.906000000000000030.889000000000000010.950000000000000620.880.781000000000000030.87300000000000066ng
gi nh t hn 20 iuThi Bnh Hi Dng Khnh Ha Bnh nh ng ThpBc Liu
Chung1.900000000000002E-26.4000000000000085E-20.657000000000000920.205000000000000042.5000000000000001E-20.295000000000000320.20900000000000016C
nhiu hng vThi Bnh Hi Dng Khnh Ha Bnh nh ng ThpBc Liu
Chung0.175.0000000000000053E-30.2220.32000000000000048.0000000000000043E-20.291000000000000310.18100000000000016C
nhiu mu sc ch thThi Bnh Hi Dng Khnh Ha Bnh nh ng ThpBc Liu
Chung7.3000000000000009E-25.0000000000000053E-30.177000000000000160.365000000000000320.435000000000000335.0000000000000053E-30.17600000000000016Quy,
t trng by thuc lThi Bnh Hi Dng Khnh Ha Bnh nh ng ThpBc Liu
Chung2.9000000000000001E-200.258000000000000013.0000000000000002E-20.050.134000000000000018.3000000000000046E-2
Nhng vn cn tn ti trong vic thc thi cc quy nh lin quan n cm
QC,KM,TTthuc l ti Vit nam
Trng by qu 1 bao/tt thuc l ca cng 1 nhn hiu thuc l
M hnh sn phm qung b mt hng thuc l
S dng m hnh bao thuc
Mt trc m hnh
Mt sau m hnh
Bn trong m hnh
Thay i cch ng tt thuc nhm gim thiu hiu qu hnh nh CBSK
Trng by du i hnh nh CBSK
i ng tip th bn thuc l
Nhn thc v cc quy nh cm QC-KM thuc l cha tt v tnh tun th quy nh
php lut v cm QC-KM v trng by thuc l ti im bn cha cao
Lc lng thanh tra mng, a bn rng
S e d trong vic x pht t pha cc cn b thc thi nhim v
Vic y mnh s phi hp gia cc s ngnh lin quan
Xin cm n!
40
97.0%95.0%100.0%90.6%85.9%96.5%77.5%91.9%96.5%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%Hi
DngThi BnhKhnh Ha201120142015
Chart10.970.9060.7750.950.8590.91910.9650.965
201120142015
Sheet1201120142015Hi Dng97.0%90.6%77.5%Thi
Bnh95.0%85.9%91.9%Khnh Ha100.0%96.5%96.5%
86.8%89.5%
98.0%
81.0%98.7%99.0%82.8%95.4%98.0%
83.5%90.6%
88.9%
90.9%70.5%78.0%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%
Hi DngThi BnhKhnh Ha
20092010201120142015
Chart10.8680.810.8280.8350.9090.8950.9870.9540.9060.7050.980.990.980.8890.78
20092010201120142015
Sheet1qua 1 bao 1 tut20092010201120142015Hi
Dng86.8%81.0%82.8%83.5%90.9%Thi Bnh89.5%98.7%95.4%90.6%70.5%Khnh
Ha98.0%99.0%98.0%88.9%78.0%tranh, pano20092010201120142015Hi
Dng2.0%1.0%1.0%0.0%1.0%Thi Bnh0.0%2.0%1.0%5.0%6.5%Khnh
Ha71.8%38.9%34.9%3.5%11.5%quay tu20092010201120142015Hi
Dng8.1%0.0%0.6%2.9%1.0%Thi Bnh7.2%0.7%7.2%0.0%11.0%Khnh
Ha82.5%43.2%39.6%25.8%37.0%xe chuyen dung20092010201120142015Hi
Dng1.2%0.0%0.0%0.0%0.0%Thi Bnh1.0%1.3%1.0%0.0%3.0%Khnh
Ha73.8%72.5%68.5%16.7%10.5%thuoc in chu nhe
em20092010201120142015Hi Dng34.5%14.9%10.9%5.8%5.6%Thi
Bnh0.0%0.0%0.0%2.5%4.5%Khnh Ha18.1%24.2%50.3%14.1%8.5%vi pham
khuyen mai20092010201120142015Hi Dng16.7%5.2%0.6%Thi
Bnh0.7%0.0%0.0%Khnh Ha10.7%2.7%0.7%
Sheet1
20092010201120142015
16.7%0.7%10.7%
5.2%0.0%2.7%0.6%0.0%0.7%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%18.0%
Hi DngThi BnhKhnh Ha
20092010201120142015
Chart10.1670.0520.006Hi DngHi Dng0.00700Thi BnhThi
Bnh0.1070.0270.007Khnh HaKhnh Ha
20092010201120142015
Sheet1qua 1 bao 1 tut20092010201120142015Hi
Dng86.8%81.0%82.8%83.5%90.9%Thi Bnh89.5%98.7%95.4%90.6%70.5%Khnh
Ha98.0%99.0%98.0%88.9%78.0%tranh, pano20092010201120142015Hi
Dng2.0%1.0%1.0%0.0%1.0%Thi Bnh0.0%2.0%1.0%5.0%6.5%Khnh
Ha71.8%38.9%34.9%3.5%11.5%quay tu20092010201120142015Hi
Dng8.1%0.0%0.6%2.9%1.0%Thi Bnh7.2%0.7%7.2%0.0%11.0%Khnh
Ha82.5%43.2%39.6%25.8%37.0%xe chuyen dung20092010201120142015Hi
Dng1.2%0.0%0.0%0.0%0.0%Thi Bnh1.0%1.3%1.0%0.0%3.0%Khnh
Ha73.8%72.5%68.5%16.7%10.5%thuoc in chu nhe
em20092010201120142015Hi Dng34.5%14.9%10.9%5.8%5.6%Thi
Bnh0.0%0.0%0.0%2.5%4.5%Khnh Ha18.1%24.2%50.3%14.1%8.5%vi pham
khuyen mai20092010201120142015Hi Dng16.7%5.2%0.6%Thi
Bnh0.7%0.0%0.0%Khnh Ha10.7%2.7%0.7%
Sheet1
20092010201120142015
2009201020112014201520092010201120142015200920102011201420152009201020112014201520092010201120142015
