This research provides an in-depth analysis of the interplay between communication, marketing, and public health in the context of tobacco control in Colombia. It critically examines the evolution of tobacco control legislation in Colombia, focusing on key legal milestones and their implications for communication and marketing strategies. The study explores the role of international frameworks, especially the World Health Organization Framework Convention on Tobacco Control (WHO FCTC), in shaping these strategies.
To achieve a comprehensive understanding of the subject matter, this study adopts a multidimensional theoretical framework that incorporates several key concepts. Firstly, it integrates the Health Belief Model to delve into the individual health beliefs and perceptions that underpin public attitudes and behaviours regarding tobacco use. Secondly, it takes into account social marketing ethics, emphasising the importance of ethical considerations in the development and execution of marketing strategies aimed at tobacco control. Lastly, the study incorporates principles of Communication for Development to highlight the critical role of community engagement in shaping and implementing effective communication strategies.