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2. Evidence of the Impact of a National Anti-Tobacco Prevention Campaign across Demographic Subgroups

Author

Vallone, Donna M., Perks, Siobhan N., Pitzer, Lindsay, Liu, Michael, Kreslake, Jennifer M., Rath, Jessica M., and Hair, Elizabeth C.

Abstract

Mass media campaigns are an effective population-level intervention for preventing tobacco use. However, little evidence exists for whether these campaigns similarly influence demographic subgroups. This study examined the effects of the truth® campaign to reduce tobacco use among demographic subgroups. We used data from a national, continuous, cross-sectional tracking survey of 15-24-year-olds (n = 32,331). We used a measure of weekly aggregated campaign exposure to assess whether cigarette smoking intentions and current cigarette use varied by race/ethnicity, financial situation and population density subgroups, controlling for factors known to be associated with tobacco use. Examining estimates across subgroup categories in light of the overall model estimates revealed that the effects of week-level campaign exposure on cigarette smoking intentions and current cigarette use were similar across subgroups. Wald tests of equality across estimates in each subgroup suggested that the estimates did not differ from one another in any given instance. The truth campaign does not differ significantly in its capacity to prompt declines in tobacco use across a broad spectrum of US youth and young adults. Mass media tobacco prevention campaigns can be an effective and critical component of a comprehensive tobacco control program, particularly with respect to reducing tobacco-related disparities among demographic subgroups.

Published
2021
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21. Nicotine pouch marketing strategies in the USA: an analysis of Zyn, On! and Velo

Author

Duan, Zongshuan, Henriksen, Lisa, Vallone, Donna, Rath, Jessica M, Evans, W Douglas, Romm, Katelyn F, Wysota, Christina, and Berg, Carla J

Abstract

IntroductionNicotine pouches are gaining popularity, yet their marketing is understudied.MethodsUsing Numerator advertising data from January 2019 to September 2021 regarding three popular brands of nicotine pouch in the USA—Zyn (by Swedish Match, introduced in the USA in July 2016), On! (Altria, August 2016) and Velo (RJ Reynolds, July 2019)—we examined (1) general advertising characteristics (eg, media type, year); (2) ad content (ie, headlines and imagery themes); (3) prominent media channels (ie, specific websites, magazines, etc); and (4) ad expenditures.ResultsThere were 286 unique ads (Zyn: 44.4%; On!: 2.8%; Velo: 52.8%), 119 143 occurrences (Zyn: 3.5%; On!: 0.5%; Velo: 96.0%) and $24 774 650 total expenditures (Zyn: 4.7%; On!: 0.6%; Velo: 94.7%). The greatest proportion of ad occurrences and expenditures were accounted for by radio (75.9% and 28.2%, respectively) and television (16.2% and 56.5%), followed by mobile (0.5% and 7.2%) and online display (6.7% and 3.6%). Across ad occurrences and expenditures, prominent headline themes included ‘freedom’ (26.0% and 17.1%, respectively), ‘brand’ (9.6% and 18.6%) and ‘flavour’ (16.4% and 7.6%); images mainly featured the product alone (61.4% and 56.1%), text (16.2% and 24.6%) or men (8.7% and 8.6%); and prominent channel themes were entertainment (34.7% and 37.3%), news/weather (14.3% and 21.7%), business/finance (12.9% and 9.0%) and sports (9.5% and 1.0%). Zyn and On! prioritised online display and print; Velo prioritised radio and television. Zyn’s and Velo’s headlines focused on ‘freedom’, with Zyn also emphasising ‘brand’ and Velo ‘innovation’; On!’s headlines emphasised ‘flavour’.ConclusionsRegulatory efforts must be informed by surveillance of nicotine pouch marketing and impacts on consumer subgroups (eg, young people).

Published
2024
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