Examining the Effects of Advertising, Packaging and Labeling on Perceptions, Use and Exposure of Combustible Tobacco Products

总结 2014年，卫生部长50周年报告得出结论，到目前为止， 香烟和包括雪茄在内的其他可燃产品对公众健康的危害。事实上，关于烟草风险， 连续体，可燃产品（即，香烟、雪茄）对使用者的危险性远远大于 不可燃产品（即，无烟烟草、电子烟）。虽然这些产品的使用是（或将 产品试用可能受到包括口味和消费者感知满意度在内的许多因素的影响， 无疑取决于消费者对这些产品的认识和看法， 受这些产品如何销售，包装和标签的影响，这些领域属于FDA的 监管机构。 因此，我们的TCORS的总体目标是积累一个全面和严格的机构， 了解烟草传播的影响，包括广告、营销、包装和标签 对可燃烟草的风险认知、使用、行为和暴露的监管相关结果 这些产品对公众健康造成不成比例的负担。 我们的项目将共同解决可燃烟草产品在影响方面的研究空白 潜在误导性的广告声明、描述、标签和包装特征， 在某些情况下，目前没有经验数据可用于告知相关的营销和标签法规 以保护公众健康。 项目2和项目4将研究市场接触可燃烟草广告的影响 产品，包括其图像和可能表明降低/修改风险的声明。烟草广告 是一个重要的营销工具，使公司能够突出和创造性地展示品牌形象 和利益索赔，包括那些可能表明修改风险。 项目1和3将研究烟草的营销描述、颜色和警告标签的影响 包.烟草包装独特地提供了反复的机会来表达品牌形象和含蓄 在每次使用产品时向消费者传达品牌吸引力、质量和健康诉求。 此外，由于未来的法规可能会限制其他营销形式，烟草包装可能会 是行业与消费者之间的“最后沟通工具”。所有项目都将得到加强， 高度多学科的核心;该中心致力于进行严格的烟草监管科学。

SUMMARY In 2014, the 50th Anniversary Report of the Surgeon General concluded that by far the greatest danger to public health is from cigarettes and other combustible products, including cigars. Indeed, on the tobacco risk continuum, combustible products (i.e., cigarettes, cigars) are substantially more dangerous to the user than non-combustible products (i.e., smokeless tobacco, e-cigarettes). Although use of these products is (or will likely be) influenced by many factors including taste and consumers' perceived satisfaction, product trial is undoubtedly conditional on consumers' awareness and perceptions about these products, factors that are influenced by how these products are marketed, packaged, and labeled, domains that fall under the FDA's regulatory authority. As such, the overarching goal of our TCORS is to accumulate a comprehensive and rigorous body of knowledge on the effects of tobacco communication, including advertising, marketing, packaging and labeling on regulatory-relevant outcomes of risk perceptions, use, behavior and exposure for combustible tobacco products, given their disproportional burden on public health. Together our projects will address research gaps on combustible tobacco products with respect to the impact of potentially misleading advertising claims, descriptors, labeling and packaging features, where there is limited and in some cases no empirical data currently available to inform relevant marketing and labeling regulations for these combusted products to protect public health. Projects 2 and 4 will examine the influence of marketing exposure to advertisements for combustible tobacco products, including their images and claims that may suggest reduced/modified risk. Tobacco advertisements are an important marketing vehicle that allows companies to prominently and creatively feature brand imagery and benefit claims, including those that might suggest modified risk. Projects 1 and 3 will examine the influence of marketing descriptors, coloring and warning labels of the tobacco pack. Tobacco packaging uniquely provides repeated opportunities to express brand image and implicitly convey brand attractiveness, quality and health appeals to consumers every time the product is used. Furthermore, as future regulation may move to restrict other marketing forms, the tobacco pack is likely to remain the “final communication vehicle” between the industry and consumers. All projects will be enhanced by highly multidisciplinary cores; the center is committed to conducting rigorous tobacco regulatory science.