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...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2023-10-01
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| Series: | Preventive Medicine Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2211335523002371 |
| _version_ | 1797680820771618816 |
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| author | Lauren Czaplicki Michelle Duren Dannielle Kelley Meghan B. Moran Kevin Welding Ryan David Kennedy |
| author_facet | Lauren Czaplicki Michelle Duren Dannielle Kelley Meghan B. Moran Kevin Welding Ryan David Kennedy |
| author_sort | Lauren Czaplicki |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-03-11T23:35:50Z |
| format | Article |
| id | doaj.art-466060104b654258bc90bc9b0dc316bb |
| institution | Directory Open Access Journal |
| issn | 2211-3355 |
| language | English |
| last_indexed | 2024-03-11T23:35:50Z |
| publishDate | 2023-10-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Preventive Medicine Reports |
| spelling | doaj.art-466060104b654258bc90bc9b0dc316bb2023-09-20T04:21:08ZengElsevierPreventive Medicine Reports2211-33552023-10-0135102346Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographicsLauren Czaplicki0Michelle Duren1Dannielle Kelley2Meghan B. Moran3Kevin Welding4Ryan David Kennedy5Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States; Institute for Global Tobacco Control, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States; Corresponding author at: Institute for Global Tobacco Control, Department of Health Behavior & Society, Johns Hopkins Bloomberg School of Public Health, 2213 McElderry Street, 4th floor, Baltimore, MD 21205, United States.Department of Health Policy and Management, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United StatesCenter for Tobacco Products, U.S. Food and Drug Administration, Silver Spring, MD, United StatesDepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United StatesDepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States; Institute for Global Tobacco Control, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United StatesDepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States; Institute for Global Tobacco Control, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United StatesThe 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.http://www.sciencedirect.com/science/article/pii/S2211335523002371ENDS’E-cigarettesTarget marketingAdvertisingTraditional mediaAudience |
| spellingShingle | Lauren Czaplicki Michelle Duren Dannielle Kelley Meghan B. Moran Kevin Welding Ryan David Kennedy Flavored electronic nicotine delivery systems ads (2019–2020) on traditional U.S. Media by audience demographics Preventive Medicine Reports ENDS’ E-cigarettes Target marketing Advertising Traditional media Audience |
| 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 | ENDS’ E-cigarettes Target marketing Advertising Traditional media Audience |
| url | http://www.sciencedirect.com/science/article/pii/S2211335523002371 |
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