Department of Clinical Pharmacy, University of California, San Francisco, San Francisco, California, USA.
Department of Medicine, University of California, San Francisco, San Francisco, California, USA.
Tob Control. 2019 May;28(3):274-281. doi: 10.1136/tobaccocontrol-2018-054279. Epub 2018 Jun 28.
Cigarette packs are a form of advertising that distributes brand information wherever smokers go. In the 21st century, tobacco companies began using onserts on cigarette packs to communicate new advertising messages to smokers.
We reviewed tobacco industry documents dated 1926 to 2017 to identify how the tobacco industry developed and used onserts in marketing and to serve the industry's political and legal objectives.
Onserts added to cigarette packs became a more cost-effective way for brands to market in the year 2000. Manufacturers then began studying them, finding that new messages were appealing, while repeated messages were ignored. By 2005, tobacco companies were using onserts to effectively communicate about new tobacco products and packaging changes. They also used repeated 'corporate responsibility' messages that were, according to the industry's own research, likely to be ignored.
Tobacco companies have expanded on cigarette pack-based advertising. Twenty-first century onserts simultaneously seek to increase sales using materials that are novel, attractive and provide independent value, while undercutting public health messages about the risks of tobacco use using materials that repeat over time and are comparatively unattractive. Health authorities can use this industry research to mandate onserts to communicate effective health messages.
香烟盒是一种广告形式，无论吸烟者走到哪里，都能传播品牌信息。在 21 世纪，烟草公司开始在香烟盒上使用插页，向吸烟者传达新的广告信息。
我们查阅了 1926 年至 2017 年的烟草行业文件，以确定烟草行业如何开发和使用插页来进行营销，并服务于行业的政治和法律目标。
2000 年，香烟盒插页成为品牌营销更具成本效益的方式。制造商随后开始对其进行研究，发现新信息更具吸引力，而重复的信息则被忽视。到 2005 年，烟草公司开始使用插页有效地宣传新产品和包装变化。他们还使用重复的“企业责任”信息，而根据行业自己的研究，这些信息很可能被忽视。
烟草公司已经扩大了基于香烟盒的广告。21 世纪的插页同时试图使用新颖、有吸引力且提供独立价值的材料来增加销售，同时使用随着时间推移而重复且相对缺乏吸引力的材料来削弱有关烟草使用风险的公共卫生信息。卫生当局可以利用这一行业研究来授权插页传达有效的健康信息。
