Oral nicotine marketing claims in direct-mail advertising.
Oral nicotine marketing claims in direct-mail advertising.
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DOI：
10.1136/tobaccocontrol-2020-056446
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发表时间：
2022-09
期刊：
影响因子：
5.2
通讯作者：
Rose, Shyanika W.
中科院分区：
文献类型：
--
作者：
Czaplicki, Lauren;Patel, Minal;Rahman, Basmah;Yoon, Stephanie;Schillo, Barbara;Rose, Shyanika W.
关于口服尼古丁产品(如尼古丁药袋、含片)是如何向消费者销售的，包括是否使用了潜在的隐含减少伤害的声明，人们知之甚少。在目前的研究中，我们探索了发送给美国消费者的直邮口头尼古丁广告样本(2018年3月至2020年8月)中存在的营销主张。直接邮件广告(n=50)是从Mintel获得的，并对以下声明进行了双重编码：替代其他烟草产品，能够在任何地方使用，无唾沫，无烟，产品不含烟叶。我们将编码数据与Mintel的数量估计值(发送给消费者的邮件数量)合并，并按类别计算包含声称的口头尼古丁广告的比例。在发送给美国消费者的3,800万封口服尼古丁直接邮件中，大多数都声称该产品可在任何地方使用(84%，3,180万件)；是其他烟草产品的替代品(69%，2,610万件)；不含烟叶(例如，‘无烟叶’，从烟草中提取尼古丁的“简单”方法；55%，2,070万件)。声称口服尼古丁“无唾液”(52%，1980万支)或“无烟”(31%，1170万支)的比例略低。我们的结果提供了用于推广口服尼古丁的市场宣传的早期迹象。所记录的策略，特别是使用语言来强调口服尼古丁是不含烟草的，可能会将这些产品视为对消费者风险较低的产品，尽管缺乏证据或适当的联邦授权证明口服尼古丁产品是一种修改风险的烟草产品。未来需要进行研究，以检验消费者对此类声明的看法。
Little is known regarding how oral nicotine products (eg, nicotine pouches, lozenges) are marketed to consumers, including whether potential implicit reduced harm claims are used. In the current study, we explored the marketing claims present in a sample of direct-mail oral nicotine advertisements sent to US consumers (March 2018–August 2020). Direct-mail ads (n=50) were acquired from Mintel and dual-coded for the following claims: alternative to other tobacco products, ability to use anywhere, spit-free, smoke-free and product does not contain tobacco leaf. We merged the coded data with Mintel’s volume estimate (number of mail pieces sent to consumers) and calculated the proportion of oral nicotine advertisements containing claims by category. Of the 38 million pieces of oral nicotine direct-mail sent to US consumers, most featured claims that the product could be used anywhere (84%, 31.8 million pieces); was an alternative to other tobacco products (69%, 26.1 million pieces); and did not contain tobacco leaf (eg, ‘tobacco leaf-free’, ‘simple’ approach of extracting nicotine from tobacco; 55%, 20.7 million pieces). A slightly smaller proportion contained claims that oral nicotine was ‘spit-free’ (52%, 19.8 million pieces) or ‘smoke-free’ (31%, 11.7 million pieces). Our results provide an early indication of marketing claims used to promote oral nicotine. The strategies documented, particularly the use of language to highlight oral nicotine is tobacco-free, may covey these products as lower-risk to consumers despite the lack of evidence or proper federal authorisation that oral nicotine products are a modified-risk tobacco product. Future research is needed to examine consumer perceptions of such claims.
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