Regulating language, not inference: an examination of the potential effectiveness of Natural American Spirit advertising restrictions
Regulating language, not inference: an examination of the potential effectiveness of Natural American Spirit advertising restrictions
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DOI：
10.1136/tobaccocontrol-2018-054707
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发表时间：
2019-08-01
期刊：
影响因子：
5.2
通讯作者：
Cappella, Joseph N.
中科院分区：
文献类型：
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作者：
Gratale, Stefanie K.;Maloney, Erin K.;Cappella, Joseph N.
目标 2017年，美国食品和药物管理局（FDA）与圣达菲天然烟草公司（SFNTC）达成协议，规定SFNTC将从天然美国烈酒（NAS）营销中删除“天然”和“无添加剂”的字样，以消除人们对NAS是健康卷烟的误解。本研究的目的是通过实验评估该协议在解决 NAS 误解方面的潜在有效性。 方法 在一项在线实验中，820 名当前和以前的吸烟者被随机分配到具有 NAS 广告现有声明、修改声明或无暴露对照的广告条件。广告条件包括（1）协议前的‘原创’NAS广告文字； (2) FDA-SFNTC 协议允许的“2017 年协议”语言（删除“天然”、“无添加剂”）； (3) 更具限制性（“更严格”）的语言，代表额外的监管（从品牌名称中删除“天然”和短语“烟草+水”、“无化学品”）。参与者完成了评估对 NAS 的错误信念和意图的结果测量。结果单向方差分析显示，相对于“原始”语言，“2017 年协议”语言减少了对 NAS 成瘾性的误解，但没有减少对健康或成分组成的误解。然而，“更严格”的语言显着减少了所有类别的错误信念，这反过来又对使用 NAS 的（较低）意图产生影响。 结论 2017 年协议有助于消除一些关于 NAS 成瘾性的误解，但不足以纠正有关健康或成分的错误信息。由于“更严格”的语言更有效地纠正错误的信念，我们的结果表明需要进一步制定法规来解决推动 NAS 意图的错误信息。
Objective In 2017, the United States Food and Drug Administration (FDA) reached an agreement with Santa Fe Natural Tobacco Company (SFNTC) stipulating that SFNTC will remove 'natural' and 'additive-free' from Natural American Spirit (NAS) marketing to combat misperceptions that NAS is a healthier cigarette. The purpose of this study was to assess experimentally the potential effectiveness of the agreement in addressing NAS misperceptions.Methods In an online experiment, 820 current and former smokers were assigned randomly to advertising conditions with existing claims from NAS advertisements, modified claims or a no-exposure control. Advertising conditions included (1) 'original' NAS advertising text before the agreement; (2) '2017 agreement' language permissible under the FDA-SFNTC agreement (removing 'natural', 'additive-free'); (3) more restrictive ('stricter') language representing additional regulation (removing 'natural' from the brand name and the phrases 'tobacco+water', 'no chemicals'). Participants completed outcome measures assessing misinformed beliefs and intentions towards NAS.Results One-way ANOVA showed that relative to the 'original' language, the '2017 agreement' language reduced misconceptions about NAS addictiveness, but not about health or constituent composition. Yet 'stricter' language significantly reduced all categories of misinformed beliefs, which in turn mediated effects on (lower) intentions to use NAS.Conclusion The 2017 agreement helps dispel some misconceptions about NAS addictiveness, but does not sufficiently rectify misinformation about health or composition. Since 'stricter' language more effectively corrects misinformed beliefs, our results suggest the need for further regulations in addressing misinformation that drives intentions towards NAS.