Industry response to strengthened regulations: amount and themes of flavoured electronic cigarette promotion by product vendors and manufacturers on Instagram.
Industry response to strengthened regulations: amount and themes of flavoured electronic cigarette promotion by product vendors and manufacturers on Instagram.
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行业对加强法规的反应：产品供应商和制造商在Instagram上促销的电子烟的数量和主题。
DOI：
10.1136/tc-2022-057490
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发表时间：
2022-11
期刊：
影响因子：
5.2
通讯作者：
Emery, Sherry L.
中科院分区：
文献类型：
--
作者：
Kostygina, Ganna;Tran, Hy;Schillo, Barbara;Silver, Nathan A.;Emery, Sherry L.
社交媒体上的讨论往往紧跟在有关政府政策提议或颁布的新闻之后。因此，数字话语监督可能是了解行业和公众对政策和法规的反应的一种有效而不引人注目的方式，包括在烟草控制领域。最近，美国食品和药物管理局限制了调味盒和一次性电子烟产品的销售。从历史上看，烟草行业使用修改产品特性、标签或包装来绕过风味限制。我们的目标是描述尼古丁产品制造商和供应商在Instagram上推广调味品所使用的策略，并确定政策变通策略。从2019年1月1日到2021年12月31日，关键字规则被用来收集CrowdTangle上与电子烟相关的调味品Instagram帖子。使用机器学习方法、关键字算法和人工编码的组合，对帖子进行商业内容和促销策略编码。还进行了探索性分析，以确定主要的讨论主题。非英语职位被排除在分析之外。关键词过滤器从391个独立账户中捕获了113个 393个相关帖子，其中46个 076帖子提到了香料促销(40.6%)，2124个帖子(2%)提到了受限制的香料产品的替代品或规避香料销售限制的策略。促销信息包括非特色化的风味参考、‘非品牌’产品替代品、推广新的风味产品技术、创新、DIY呼吁、全球推广、国际递送和鼓励风味产品储备。此外，还推广了可再灌装设备、电子果汁、储罐系统和‘盒式’蒸发器。社交媒体监督可以增强我们对公共卫生需求和政策遵从性的了解，并为防止政策规避的战略提供信息。研究不断变化的行业策略以促进风味产品以应对监管变化，可以帮助当局和从业者评估政策有效性，并为未来的设计和实施方法提供信息。
Social media discussion tends to follow news about proposed or enacted government policies. Thus, digital discourse surveillance may be an effective and unobtrusive way of understanding industry and public response to policies and regulations, including in the domain of tobacco control. Recently, the US Food and Drug Administration restricted sales of flavoured cartridge and disposable vape products. Historically, the tobacco industry used modification of product characteristics, labelling or packaging to work around flavour restrictions. We aimed to characterise strategies used by nicotine product manufacturers and vendors to promote flavoured products on Instagram and to identify policy workaround tactics. Keyword rules were used to collect flavoured electronic cigarette-related Instagram posts from CrowdTangle, from 1 January 2019 to 31 December 2021. Posts were coded for commercial content and promotional strategies using a combination of machine learning methods, keyword algorithms and human coding. Additional exploratory analyses were conducted to identify major discussion themes. Non-English posts were excluded from the analyses. Keyword filters captured 113 393 relevant posts from 391 unique accounts, with 46 076 posts referencing flavour promotion (40.6%) and 2124 (2%) posts mentioning alternatives to restricted flavoured products or strategies to evade flavour sales restrictions. Promotional messages featured non-characterising flavour references, ‘off-brand’ product substitutes, promotion of new flavoured product technologies, innovation, do-it-yourself appeals, global promotion, international delivery and encouraged flavoured product stockpiling. In addition, promotion of refillable devices, e-juice, tank systems and ‘box mod’ vaporizers was present. Social media surveillance can enhance our understanding of public health needs and policy compliance, as well as inform strategies to prevent policy evasion. Examining evolving industry tactics to promote flavoured products in response to regulatory changes can help authorities and practitioners assess policy effectiveness and inform future design and implementation approaches.
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