Dr. Nandita Murukutla

Vice President
Global Policy, Behavioral Insights & Evaluation
Vital Strategies

Dr. Nandita Murukutla explains that digital tobacco marketing has evolved beyond traditional advertising into a complex ecosystem that includes influencers, gaming, front groups, Corporate Social Responsibility(CSR) activities, immersive environments, and AI-generated content. These tactics are often embedded in everyday online experiences, making them difficult to detect and regulate, particularly when they influence young people.

Drawing on lessons from Canary, she highlights the limitations of traditional monitoring and the importance of combining AI-enabled scanning with local human expertise to identify emerging tactics and provide policymakers with actionable evidence. She emphasizes that restrictions are effective when enforced, but the tobacco industry continually adapts to regulatory changes. Looking ahead, she calls for future-oriented regulations, continuous monitoring systems, stronger platform accountability, and greater protection of policymaking from industry influence in the digital age.
 

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