Division of Epidemiology, College of Public Health, The Ohio State University, Columbus, Ohio, USA
Division of Health Behavior and Health Promotion, College of Public Health, The Ohio State University, Columbus, Ohio, United States.
Tob Control. 2019 Dec;28(e2):e151-e153. doi: 10.1136/tobaccocontrol-2018-054805. Epub 2019 Feb 16.
Blu's 'Something Better' advertising campaign ran in popular print magazines in 2017. The campaign included advertisements with fake warnings conveying positive messages, which mimicked the Food and Drug Administration (FDA)'s warning requirements for electronic cigarette (e-cigarette) advertisements that took effect in 2018. We report adolescent males' recall of these fake warnings and how exposure to fake warnings affected recall of other advertisement components, including the actual warning or health risks, brand and product.
Ohio males ages 12-19 years (N = 775; 73.8 % white non-Hispanic) were randomly assigned to view an e-cigarette advertisement with or without a fake warning. Afterward, they were asked what they remembered most about the advertisement. Responses were qualitatively coded. Statistical analyses included survey-weighted descriptive statistics and logistic regression.
Of participants who viewed an e-cigarette advertisement with a fake warning, 27.0 % reported the fake warning was what they remembered most, and 18.8 % repeated the fake warning message. Participants viewing advertisements with a fake warning had lower odds of recalling the actual warning or health risks (OR = 0.29; 95% CI: 0.11 to 0.77) or brand (OR = 0.43; 95% CI: 0.22 to 0.85), compared with participants viewing other e-cigarette advertisements.
Adolescents viewing an advertisement with a fake warning were less likely to recall the advertisement's actual warning or health risks. Although e-cigarette advertisements now carry large FDA-mandated warnings, this tactic could be used for cigarette advertisements that continue to carry small warnings in the USA. Findings underscore the necessity of tobacco advertisement surveillance and study of advertisements' effects on adolescents.
布鲁的“更好的东西”广告宣传活动于 2017 年在流行的平面杂志上进行。该活动包括带有虚假警告的广告，这些广告传达了积极的信息，模仿了 2018 年生效的美国食品和药物管理局（FDA）对电子烟（e-cigarette）广告的警告要求。我们报告了青少年男性对这些虚假警告的回忆，以及接触虚假警告如何影响对其他广告内容的回忆，包括实际警告或健康风险、品牌和产品。
俄亥俄州年龄在 12-19 岁的男性（N=775；73.8%为白种非西班牙裔）被随机分配观看带有或不带有虚假警告的电子烟广告。之后，他们被问到他们对广告的记忆最深刻的是什么。响应被定性编码。统计分析包括调查加权描述性统计和逻辑回归。
在观看带有虚假警告的电子烟广告的参与者中，27.0%的人报告说他们记得最清楚的是虚假警告，18.8%的人重复了虚假警告信息。与观看其他电子烟广告的参与者相比，观看带有虚假警告的广告的参与者回忆实际警告或健康风险（OR=0.29；95%CI：0.11 至 0.77）或品牌（OR=0.43；95%CI：0.22 至 0.85）的可能性较低。
观看带有虚假警告的广告的青少年不太可能回忆起广告的实际警告或健康风险。尽管电子烟广告现在带有 FDA 强制的大型警告，但这种策略可能会用于在美国继续携带小警告的香烟广告。研究结果强调了对烟草广告进行监测和研究广告对青少年影响的必要性。
