Czaplicki Lauren, Duren Michelle, Kelley Dannielle, Moran Meghan B, Welding Kevin, Kennedy Ryan David
Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States.
Institute for Global Tobacco Control, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States.
Prev Med Rep. 2023 Jul 24;35:102346. doi: 10.1016/j.pmedr.2023.102346. eCollection 2023 Oct.
The tobacco industry has historically targeted flavored products to specific U.S. consumer segments, including young people, women, and systemically marginalized groups based on race, ethnicity, or sexual/gender identity. Existing research on target marketing is focused on cigarettes and smokeless tobacco. In contrast, studies of target marketing of electronic nicotine delivery systems (ENDS)-a growing segment of the U.S. tobacco product market - are much more limited. We analyzed data on 496 ENDS ads and audience demographics to explore the extent to which flavored ENDS ads on cable television (n = 25 ads), terrestrial radio (n = 412 ads), and in print consumer magazines (n = 59 ads) are targeted to different demographic groups based on age, sex, and race/ethnicity. We observed flavor-related content in one-quarter to one-third of ENDS ad occurrences during 2019-2020. Across all media outlets examined, audience age was an important factor in explaining the likelihood of ENDS ads containing flavor-related content. For example, within a television channel, there were 3.82 [95% confidence interval (CI): 1.39-10.49] times greater odds that an ENDS ad contained flavor-related content versus not for every 1% increase in the proportion of U.S. youth ages 6-17 watching a television show. In addition, there were 2.13 [95 %CI: 1.30-3.51] and 1.61 [95 %CI:1.60-1.63] times greater odds that an ENDS ad contained flavor-related content versus not in cable television and radio stations, respectively, for every 1% increase in the proportion of male audience members. Race/ethnicity was an important explanatory factor for the presence of flavor-related content on radio but not television ENDS ads. Our findings suggest differences in target marketing of flavored ENDS by media outlet and audience demographics.
从历史上看，烟草行业一直将调味产品瞄准美国特定的消费群体，包括年轻人、女性以及基于种族、族裔或性取向/性别认同而在社会层面处于边缘地位的群体。现有的目标营销研究主要集中在香烟和无烟烟草上。相比之下，对于电子尼古丁传送系统（ENDS）——美国烟草产品市场中一个不断增长的领域——的目标营销研究则要少得多。我们分析了496条ENDS广告和受众人口统计数据，以探究有线电视（n = 25条广告）、地面广播（n = 412条广告）和印刷版消费杂志（n = 59条广告）上的调味ENDS广告在多大程度上根据年龄、性别和种族/族裔针对不同的人口群体。我们在2019 - 2020年期间四分之一到三分之一的ENDS广告中观察到了与口味相关的内容。在所有考察的媒体渠道中，受众年龄是解释ENDS广告包含与口味相关内容可能性的一个重要因素。例如，在一个电视频道内，对于6 - 17岁美国青少年观看电视节目的比例每增加1%，ENDS广告包含与口味相关内容的几率相较于不包含的几率要高出3.82倍[95%置信区间（CI）：1.39 - 10.49]。此外，对于男性受众成员比例每增加1%，在有线电视和广播电台中，ENDS广告包含与口味相关内容的几率相较于不包含的几率分别高出2.13倍[95%CI：1.30 - 3.51]和1.61倍[95%CI：1.60 - 1.63]。种族/族裔是广播中而非电视上ENDS广告出现与口味相关内容的一个重要解释因素。我们的研究结果表明，不同媒体渠道和受众人口统计特征在调味ENDS的目标营销方面存在差异。
