Introduction: Novel Psychoactive Substances (NPS) are often sold online as 'legal' and 'safer' alternatives to International Controlled Drugs (ICDs) with captivating marketing strategies. Our main aim is to review and summarize such strategies in terms of (i) the appearance of the products,(ii) the brand-names and (iii) the latest trends in the illicit online marketplaces.Methods: Scientific data were searched in PsychInfo and Pubmed databases; results were integrated with an extensive monitoring of Internet (websites, online shops, chat-rooms, fora, social networks) and media sources in 9 languages (English, French, Farsi, Portuguese, Arabic, Russian, Spanish, and Chinese simplified/traditional) available from secure databases of the Global Public Health Intelligence Network.
Results:Evolving strategies for the online diffusion and the retail of NPS were identified, including discounts and periodic offers on chosen products. Advertisements and new brand names have been designed to attract customers, especially young people. An increased number of retailers were recorded as well as new web platforms and privacy systems .Discussion: NPS represent an unprecedented challenge in the field of public health with social, cultural, legal and political implications. Web monitoring activities are essential for mapping the diffusion of NPS and for supporting innovative web-based prevention programmes.