Content analysis of marketing features in US nicotine pouch ads from 2021 to 2023.

Autor:	Czaplicki L; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA lczapli1@jhu.edu., Tfayli D; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA., Spindle TR; Department of Psychiatry and Behavioral Sciences, Johns Hopkins School of Medicine, Baltimore, Maryland, USA., Ibrahim M; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA., Kennedy RD; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA., Dowd A; Addiction Sciences Division, Medical University of South Carolina, Charleston, South Carolina, USA., Diseker JR; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA., Thrul J; Department of Mental Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA.; Johns Hopkins Medicine Sidney Kimmel Comprehensive Cancer Center, Baltimore, Maryland, USA., Moran MB; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA.
Jazyk:	angličtina
Zdroj:	Tobacco control [Tob Control] 2024 Dec 03. Date of Electronic Publication: 2024 Dec 03.
DOI:	10.1136/tc-2024-059010
Abstrakt:	Introduction: Since their 2016 US debut, nicotine pouches, which are available in various flavours and strengths, have grown in popularity. Nicotine pouches may appeal to people who use tobacco, but there is also concern that they may appeal to youth and non-nicotine users. This study analysed nicotine pouch advertising trends from 2021 to 2023 to explore advertising features and inform regulatory strategies. Methods: We conducted a content analysis of 2147 nicotine pouch print, radio, online/mobile, direct emails and social media ads from 2021 to 2023. Ads were coded for flavours, terms and claims. Two trained coders double-coded all ads, and any discrepancies were reconciled. We conducted χ 2 and post-hoc tests to assess changes over time, using Bonferroni adjustments for multiple comparisons. Results: Most ads (84.6%) were posted on brands' social media accounts. Zyn ads comprised 54.5% of ads across media platforms. Most ads (72.3%) featured flavoured products, particularly fruit (27.1%) and mint (26.1%). Common terms included 'smoke-free' (19.2%), 'tobacco-free' (18.4%), 'synthetic' (12.9%) and 'spit-free' (10.6%), which all significantly declined from 2021 to 2023. The most common claim featured how convenient the product was to use, which significantly increased over time. Claims about product discreetness and the presence of coupons/discounts also significantly increased over time. Conclusions: We observed a decline in terms of connecting nicotine pouches to other tobacco products and an increase in potentially youth-appealing convenience claims. Future research should investigate how these features impact risk perceptions and use intentions among people who never and currently use tobacco to inform regulations (ie, restrict youth-appealing claims). Competing Interests: Competing interests: Dr MM served as a paid expert witness in litigation sponsored by the Public Health Advocacy Institute against RJ Reynolds. This arrangement has been reviewed and approved by the Johns Hopkins University in accordance with its conflict of interest policies. (© Author(s) (or their employer(s)) 2024. No commercial re-use. See rights and permissions. Published by BMJ.)
Databáze:	MEDLINE
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