Leading-Brand Advertisement of Quitting Smoking Benefits for E-Cigarettes
Leading-Brand Advertisement of Quitting Smoking Benefits for E-Cigarettes
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DOI：
10.2105/ajph.2016.303437
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发表时间：
2016-11-01
影响因子：
12.7
通讯作者：
Jackler, Robert K.
中科院分区：
文献类型：
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作者：
Ramamurthi, Divya;Gall, Phillip A.;Jackler, Robert K.
目标.为监管机构和美国食品和药物管理局提供电子烟品牌中以戒烟为主题的广告描述。我们对电子烟品牌在其公司赞助的社交媒体渠道和博客上的广告以及品牌赞助网站中出现的用户生成内容（推荐）进行了为期6个月（2015年1月至6月）的内容分析。戒烟功效的明确声明明确指出，电子烟有助于戒烟，而隐含的声明则使用委婉语，如“它有效。“我们选择了23个领先的电子烟品牌，无论是在广告支出排名还是在互联网搜索中的流行程度。在领先的电子烟品牌中，23个中有22个使用了以戒烟为主题的广告。总体而言，23%的广告包含戒烟的要求，其中18%是明确的，82%是隐含的。在领先的电子烟广告商中，戒烟主题很普遍，隐性信息占主导地位，而不是明确的戒烟主张。政策影响。这些结果可以帮助食品和药物管理局澄清烟草产品是否应该作为治疗目的的药物或娱乐产品进行监管。
Objectives. To provide regulators and the US Food and Drug Administration with a description of cessation-themed advertising among electronic cigarette (e-cigarette) brands.Methods. We performed a content analysis of 6 months (January through June 2015) of advertising by e-cigarette brands on their company-sponsored social media channels and blogs as well as user-generated content (testimonials) appearing within brand-sponsored Web sites. An explicit claim of cessation efficacy unambiguously states that e-cigarettes help in quitting smoking, and implicit claims use euphemisms such as "It works." We selected a cohort of 23 leading e-cigarette brands, either by their rank in advertising spending or their prevalence in Internet searches.Results. Among leading e-cigarette brands, 22 of 23 used cessation-themed advertisements. Overall, 23% of the advertisements contained cessation claims, of which 18% were explicit and 82% were implicit.Conclusions. Among leading e-cigarette advertisers, cessation themes are prevalent with implicit messaging predominating over explicit quit claims. Policy implications. These results can help the Food and Drug Administration clarify whether tobacco products should be regulated as drugs with therapeutic purpose or as recreational products.