Title: Analysis of Tobacco Industry Marketing and Media Communication in Response to the Menthol Cigarette Ban in the Czech Republic in 2020
Abstract: BACKGROUND:Characterising flavours are an important marketing tool for the tobacco industry.Following the European Tobacco Products Directive, the sales of menthol cigarettes in all EU Member States, including the Czech Republic, were banned as of May 20, 2020.The aim of this study is to map and analyse the response of the tobacco industry to the menthol cigarette ban in its marketing campaigns and media communications in the Czech Republic.METHODS: We conducted a non-systematic online review of marketing campaigns and a search of media content.The research sample used in the analysis of the marketing campaigns consisted of a campaign website (N = 1), product websites (N = 3), online articles (N = 2), social media posts (N = 2), an online video (N = 1), a press release (N = 1), and leaflets (N = 2).Media content analysis was performed on 248 media articles.We analysed media content using qualitative discourse analysis and marketing communication using qualitative