Cargando…

Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics

The tobacco industry has historically targeted flavored products to specific U.S. consumer segments, including young people, women, and systemically marginalized groups based on race, ethnicity, or sexual/gender identity. Existing research on target marketing is focused on cigarettes and smokeless t...

Descripción completa

Detalles Bibliográficos
Autores principales: Czaplicki, Lauren, Duren, Michelle, Kelley, Dannielle, Moran, Meghan B., Welding, Kevin, Kennedy, Ryan David
Formato: Online Artículo Texto
Lenguaje:English
Publicado: 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10413146/
https://www.ncbi.nlm.nih.gov/pubmed/37576840
http://dx.doi.org/10.1016/j.pmedr.2023.102346
_version_ 1785087072801914880
author Czaplicki, Lauren
Duren, Michelle
Kelley, Dannielle
Moran, Meghan B.
Welding, Kevin
Kennedy, Ryan David
author_facet Czaplicki, Lauren
Duren, Michelle
Kelley, Dannielle
Moran, Meghan B.
Welding, Kevin
Kennedy, Ryan David
author_sort Czaplicki, Lauren
collection PubMed
description The tobacco industry has historically targeted flavored products to specific U.S. consumer segments, including young people, women, and systemically marginalized groups based on race, ethnicity, or sexual/gender identity. Existing research on target marketing is focused on cigarettes and smokeless tobacco. In contrast, studies of target marketing of electronic nicotine delivery systems (ENDS)—a growing segment of the U.S. tobacco product market – are much more limited. We analyzed data on 496 ENDS ads and audience demographics to explore the extent to which flavored ENDS ads on cable television (n = 25 ads), terrestrial radio (n = 412 ads), and in print consumer magazines (n = 59 ads) are targeted to different demographic groups based on age, sex, and race/ethnicity. We observed flavor-related content in one-quarter to one-third of ENDS ad occurrences during 2019–2020. Across all media outlets examined, audience age was an important factor in explaining the likelihood of ENDS ads containing flavor-related content. For example, within a television channel, there were 3.82 [95% confidence interval (CI): 1.39–10.49] times greater odds that an ENDS ad contained flavor-related content versus not for every 1% increase in the proportion of U.S. youth ages 6–17 watching a television show. In addition, there were 2.13 [95 %CI: 1.30–3.51] and 1.61 [95 %CI:1.60–1.63] times greater odds that an ENDS ad contained flavor-related content versus not in cable television and radio stations, respectively, for every 1% increase in the proportion of male audience members. Race/ethnicity was an important explanatory factor for the presence of flavor-related content on radio but not television ENDS ads. Our findings suggest differences in target marketing of flavored ENDS by media outlet and audience demographics.
format Online
Article
Text
id pubmed-10413146
institution National Center for Biotechnology Information
language English
publishDate 2023
record_format MEDLINE/PubMed
spelling pubmed-104131462023-08-11 Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics Czaplicki, Lauren Duren, Michelle Kelley, Dannielle Moran, Meghan B. Welding, Kevin Kennedy, Ryan David Prev Med Rep Regular Article The tobacco industry has historically targeted flavored products to specific U.S. consumer segments, including young people, women, and systemically marginalized groups based on race, ethnicity, or sexual/gender identity. Existing research on target marketing is focused on cigarettes and smokeless tobacco. In contrast, studies of target marketing of electronic nicotine delivery systems (ENDS)—a growing segment of the U.S. tobacco product market – are much more limited. We analyzed data on 496 ENDS ads and audience demographics to explore the extent to which flavored ENDS ads on cable television (n = 25 ads), terrestrial radio (n = 412 ads), and in print consumer magazines (n = 59 ads) are targeted to different demographic groups based on age, sex, and race/ethnicity. We observed flavor-related content in one-quarter to one-third of ENDS ad occurrences during 2019–2020. Across all media outlets examined, audience age was an important factor in explaining the likelihood of ENDS ads containing flavor-related content. For example, within a television channel, there were 3.82 [95% confidence interval (CI): 1.39–10.49] times greater odds that an ENDS ad contained flavor-related content versus not for every 1% increase in the proportion of U.S. youth ages 6–17 watching a television show. In addition, there were 2.13 [95 %CI: 1.30–3.51] and 1.61 [95 %CI:1.60–1.63] times greater odds that an ENDS ad contained flavor-related content versus not in cable television and radio stations, respectively, for every 1% increase in the proportion of male audience members. Race/ethnicity was an important explanatory factor for the presence of flavor-related content on radio but not television ENDS ads. Our findings suggest differences in target marketing of flavored ENDS by media outlet and audience demographics. 2023-07-24 /pmc/articles/PMC10413146/ /pubmed/37576840 http://dx.doi.org/10.1016/j.pmedr.2023.102346 Text en © 2023 The Authors https://creativecommons.org/licenses/by-nc-nd/4.0/This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
spellingShingle Regular Article
Czaplicki, Lauren
Duren, Michelle
Kelley, Dannielle
Moran, Meghan B.
Welding, Kevin
Kennedy, Ryan David
Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title_full Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title_fullStr Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title_full_unstemmed Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title_short Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics
title_sort flavored electronic nicotine delivery systems ads (2019–2020) on traditional u.s. media by audience demographics
topic Regular Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10413146/
https://www.ncbi.nlm.nih.gov/pubmed/37576840
http://dx.doi.org/10.1016/j.pmedr.2023.102346
work_keys_str_mv AT czaplickilauren flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics
AT durenmichelle flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics
AT kelleydannielle flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics
AT moranmeghanb flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics
AT weldingkevin flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics
AT kennedyryandavid flavoredelectronicnicotinedeliverysystemsads20192020ontraditionalusmediabyaudiencedemographics