Evaluating the Impact of Waterpipe Tobacco Marketing Claims on Young Adults

评估水烟烟草营销宣传对年轻人的影响

• 批准号: 10018810
• 负责人: Erin L Sutfin
• 金额: $ 43.05万
• 依托单位: WAKE FOREST UNIVERSITY HEALTH SCIENCES
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-16 至 2022-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10018810
• 关键词: Address; Adult; Age; Area; Behavior; Cardiovascular Diseases; Chronic Obstructive Airway Disease; Cigarette; Consumption; Data; Descriptor; Exposure to; Facebook; Family Smoking Prevention and Tobacco Control Act; Fruit; Future; Health; Imagery; Laws; Light; Low Birth Weight Infant; Malignant Neoplasms; Manufacturer Name; Marketing; Nature; Perception; Product Packaging; Randomized; Reporting; Research; Risk; Sampling; Smoke; Specificity; Testing; Text; Tobacco; Tobacco Industry; Tobacco smoking behavior; Tobacco use; United States Food and Drug Administration; Visual; age group; cigarette smoking; design; digital; digital media; experimental study; hookah; nicotine exposure; novel; primary outcome; prospective; smoking prevalence; social media; tobacco advertising; tobacco control; tobacco products; tool; web site; willingness; young adult

Project Summary Waterpipe tobacco (WT) smoking in the U.S. is common among young adults, with approximately 5.5 million current users. WT smoking is associated with many of the same health risks as cigarette smoking, but consumers often erroneously believe WT smoking is less harmful and less addictive than cigarette smoking. Marketing, including package design and digital marketing (websites and social media), is an effective tool used by the tobacco industry to communicate product health information to consumers. The Food and Drug Administration (FDA) has begun to prohibit certain claims on WT packaging and in marketing. Under Section 911 of the Family Smoking Prevention and Tobacco Control Act, manufacturers and retailers are prohibited from making unauthorized modified risk tobacco product (MRTP) claims, including statements that the product or its smoke: (1) results in reduced harm; (2) contains a reduced level of or presents a reduced exposure to a substance; (3) does not contain or is free of a substance; and (4) statements that use modified risk descriptors such as light, mild, low, or similar descriptors. In addition, manufacturers and retailers are also prohibited from making false and misleading claims on packaging and in marketing under Section 903. Some prohibited claims are easily identifiable, but others are more difficult to identify due to lack of specificity in the law and the implicit nature of some claims. Evidence is needed, specific to WT packaging and marketing, to identify claims and determine their influence on consumer harm misperceptions to inform future regulatory actions. The proposed study will address this gap by documenting claims on WT packaging and in digital marketing (websites and social media) and how such claims influence consumer perceptions and willingness to try WT. In Aim 1, we will identify WT product packaging and digital marketing through a comprehensive website review to identify manufacturers (who make WT) and retailers (who sell WT for onsite use, such as cafés and lounges). We will create a sampling frame of WT brands and flavors and will randomly select five flavors from 30 brand to purchase packaging. For digital marketing, we will use the same 30 brands of WT manufacturers and a random sample of 30 retailers with websites and social media accounts. We will capture all website content and 20 of the most recent posts from Facebook and Instagram, the two most popular social media platforms among young adults. In Aim 2, we will content analyze all of the packaging and digital marketing captured in Aim 1. We will then use an expert panel to determine whether claims found on packaging and in digital marketing are examples of prohibited claims. In Aim 3, we will conduct a randomized, online experiment with a nationally-representative sample of young adults to evaluate the impact of prohibited claims present on WT packaging and in digital media on young adults' willingness to try the product, perceptions of harm, and product appeal. The findings will help the FDA determine which claims consumers interpret in ways that the law prohibits; which could prompt the FDA to engage in additional rulemaking so consumers are not misled.

项目摘要 在美国吸烟的水烟烟草（WT）在年轻人中很常见，约有550万 当前用户。吸烟与吸烟相同的健康风险与吸烟有关，但是 消费者通常会错误地认为，吸烟量不如吸烟量不那么有害，添加剂较少。 营销，包括包装设计和数字营销（网站和社交媒体），是一种有效的工具 烟草行业用于将产品健康信息传达给消费者。食物和药物 政府（FDA）已开始禁止在WT包装和营销方面提出某些主张。根据节 《家庭预防吸烟和烟草控制法》的911，制造商和零售商被禁止 通过提出未经授权的改良风险烟草产品（MRTP）的主张，包括该产品的陈述 或烟雾：（1）导致危害减少； （2）包含降低的水平或降低暴露于A 物质; （3）不包含或不含物质； （4）使用修改的风险描述符的语句 例如光，轻度，低或类似的描述符。此外，还禁止制造商和零售商 根据第903条提出有关包装和营销的虚假和误导性主张。一些禁止的索赔 很容易识别，但是由于法律缺乏特异性和隐式，其他人更难以识别 某些主张的性质。需要证据，特定于WT包装和营销，以确定主张和 确定他们对消费者伤害误解的影响，以告知未来的监管行动。提议 研究将通过记录有关WT包装和数字营销的主张（网站和网站和 社交媒体）以及这种主张如何影响消费者的看法和尝试WT的意愿。在AIM 1中，我们 将通过全面的网站审核来识别WT产品包装和数字营销 制造商（制造WT）和零售商（他们出售用于现场使用的WT，例如咖啡馆和休息室）。我们将 创建WT品牌和口味的抽样框架，并将随机选择30个品牌的五种口味 购买包装。对于数字营销，我们将使用相同的30个WT制造商和 随机样本，包括30个带有网站和社交媒体帐户的零售商。我们将捕获所有网站内容 以及Facebook和Instagram的20个最新帖子，这是两个最受欢迎的社交媒体平台 在年轻人中。在AIM 2中，我们将满足于分析所捕获的所有包装和数字营销 AIM 1。然后，我们将使用专家小组来确定是否在包装和数字上找到索赔 营销是禁止主张的例子。在AIM 3中，我们将进行一个随机的在线实验 全国代表性的年轻人样本，以评估存在于wt的违禁索赔的影响 包装和数字媒体在年轻人愿意尝试该产品的意愿，对伤害的看法和 产品外观。调查结果将帮助FDA确定哪些主张消费者的解释方式 法律禁止；这可能会促使FDA进行其他规则制定，因此消费者不会被误导。