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: 10246997
• 负责人: Erin L Sutfin
• 金额: $ 41.8万
• 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 2023-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10246997
• 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; Modified Risk Tobacco Product; 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.

项目概要 在美国，吸水烟 (WT) 在年轻人中很常见，约有 550 万年轻人 目前的使用者吸烟与吸烟有许多相同的健康风险，但是 消费者经常错误地认为吸烟比吸烟危害更小、成瘾性更小。 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 烟草业用来向消费者传达产品健康信息。 主管部门 (FDA) 已开始禁止 WT 包装和营销中的某些声明。 《家庭吸烟预防和烟草控制法》第911条，制造商和零售商禁止 禁止做出未经授权的改良风险烟草产品 (MRTP) 声明，包括该产品的声明 或其烟雾：(1) 减少危害；(2) 减少接触某种物质的水平或减少接触该物质的程度。 物质；(3) 不含或不含某种物质；以及 (4) 使用修改后的风险描述符的声明； 此外，制造商和零售商也被禁止使用诸如淡、温和、低或类似的描述词。 根据第 903 条在包装和营销中做出虚假和误导性声明。一些被禁止的声明 很容易识别，但由于法律缺乏明确性和隐含的含义，其他人更难识别 某些声明的性质需要特定于 WT 包装和营销的证据来识别声明和声明。 确定它们对消费者伤害误解的影响，为未来的监管行动提供信息。 研究将通过记录 WT 包装和数字营销（网站和 社交媒体）以及此类声明如何影响消费者的看法和尝试 WT 的意愿。 将通过全面的网站审查来识别 WT 产品包装和数字营销，以识别 制造商（制造 WT）和零售商（出售 WT 以供现场使用，例如咖啡馆和休息室）。 创建 WT 品牌和口味的抽样框架，将从 30 个品牌中随机选择 5 种口味 对于数字营销，我们将使用相同的 30 个 WT 制造商品牌和一家公司。 我们将收集 30 个拥有网站和社交媒体帐户的零售商的随机样本。 以及来自 Facebook 和 Instagram 这两个最受欢迎的社交媒体平台的 20 条最新帖子 在目标 2 中，我们将对所有包装和数字营销进行内容分析。 目标 1. 然后，我们将由专家小组确定是否在包装和数字中发现了声明 营销是禁止声明的示例。在目标 3 中，我们将进行一项随机的在线实验。 具有全国代表性的年轻人样本，用于评估 WT 中禁止声明的影响 包装和数字媒体对年轻人尝试产品的意愿、对伤害的看法以及 调查结果将帮助 FDA 确定消费者对哪些声明的解读方式是符合 FDA 要求的。 法律禁止；这可能会促使 FDA 制定额外的规则，以免消费者受到误导。