Nordic Studies on Alcohol and Drugs

Aims: In the UK, nicotine pouches are growing in popularity, particularly among young people. This study investigated the Instagram marketing strategies of one leading brand, Nordic Spirit. Methods: A total of 496 Instagram posts published by Nordic Spirit between 2019 and 2023 were collected and organised into themes using qualitative content analysis to identify recurring patterns. Then, multimodal critical discourse analysis was employed to explore the different linguistic and other semiotic resources at work in posts, their ideological patterns and how they work together to frame nicotine pouches as an essential product for young people. Results: The study identified four key messages that Nordic Spirit uses to target young people: (1) fun and freedom; (2) Nordic happiness; (3) fuss-free and discreet; and (4) healthy and scientifically rational. It found that posts are often misleading, underplay the dangers of nicotine and frame nicotine pouches as trendy lifestyle products rather than as smoking alternatives. Conclusion: The results underline the dangers of such marketing strategies in encouraging nicotine addiction and dependence. Consequently, the UK government and Advertising Standards Authority should do more to clamp down on these social media posts and introduce tighter regulations to protect young people and uphold their freedom from exploitation.

Aim: To explore gambling in the indigenous Sámi culture by studying thoughts, ideas and attitudes towards gambling among Sámi and people living in majority Sámi areas with knowledge of the culture. Methods: The topic was investigated in an inductive thematic analysis of semi-structured interviews with 14 people (n = 13 self-reported Sámi ethnicity). Results: The majority of the informants knew of superstitious practices that were specific to the Sámi culture, though most did not believe that these could influence gambling outcomes. Several features of the Sámi culture, including religious commitment (Laestadianism), family-oriented societies, non-materialistic ideals and self-sufficiency ideals, were presumed to protect against developing gambling issues. There were reports of reduced trust in the Norwegian healthcare system and a lack of treatment services with sufficient knowledge about Sámi culture. Conclusion: Culture-specific factors protecting against development of gambling problems could be a factor in maintaining established gambling problems by increasing associated shame and stigma, resulting in a higher threshold for help-seeking among Sámi. The findings and their potential implications with regards to the existing literature are discussed.

Aim: The aim of this study was to identify and elucidate the differences between highly affiliated and low/non-affiliated participants in Alcoholics Anonymous (AA) meetings. Methods: A qualitative study of 24 participants was conducted in Romania between March and June 2021. Data were collected by means of in-depth interviews. Thematic analysis was used to obtain a comprehensive synthesis of the data collected. Findings: Highly affiliated individuals are those who identify themselves as AA members, are sober, have worked the 12 Steps, are satisfied with their lives, experience a state of well-being, accept the Higher Power, have hit the bottom, have a strong desire for abstinence, attend AA meetings on a regular basis, and are committed to both AA and their sobriety. Conclusion: Although there are common themes among both highly and low/non-affiliated individuals, the results suggest that addiction specialists should pay more attention to organisational commitment, spirituality, well-being and addiction-related concepts as it seems some of them may determine successful AA affiliation, while others may reflect on recovery outcomes. These findings could prove useful to motivate individuals who struggle with alcohol addiction and are reluctant in joining AA, since high AA affiliation is associated with a wide range of recovery benefits.

Aims: Opioid addiction is a common problem among prisoners. The aim of this study was to examine differences between people who are incarcerated receiving opioid substitution treatment (OST) and those not receiving OST on addiction-related outcome variables during incarceration and after release from prison. Variables covered illicit use of opioids, non-prescribed substitution medication and other substances, opioid withdrawal symptoms, opioid craving, non-fatal overdoses and post-release substitution treatment. Design: Interviews (European Addiction Severity Index, EuropASI) were conducted with 247 participants in German prisons before release. Participants were interviewed again 1 month and 3–6 months after release from prison. Results: During incarceration, participants who received OST used less illicit opioids and non-prescribed substitution medication than those who did not receive OST. After release from prison, participants in the OST group reported less illicit opioid use and less non-prescribed substitution medication use, as well as less opioid craving. Participants who received OST in prison were more likely to be in OST at post-release follow-up than those who had not received in-prison OST. Conclusion: OST appears to have a positive effect on illicit opioid use and craving both in prison and after release, as well as on treatment at follow-up, which can be considered a protective factor.