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Introduction The 2017 agreement between the U.S. Food and Drug Administration and the makers of Natural America Spirit (NAS) cigarettes restricted use of “additive-free” (AF) in brand marketing, which the company replaced with “tobacco ingredients: tobacco & water” (TW), a phrase subsequently adopted by L&M. We tested how participants’ perceptions differed when exposed to AF versus TW claims on NAS and L&M packs. Methods A between-subjects experiment was embedded within an online survey in August 2022 (n= 2,526). Participants were randomized to view one of three packs (NAS AF pack, NAS TW pack, L&M TW pack). Logistic regressions assessed differences (by pack exposure) in perceived pack attractiveness and relative chemical and harm perceptions compared to other cigarettes. Interactions by smoking status were explored. Results No significant differences were observed between the NAS AF and NAS TW packs on perceived attractiveness or relative harm, although never smokers had higher odds of having lower relative chemicals perceptions in response to the NAS AF versus NAS TW pack (OR=1.81). Compared to participants who saw the NAS TW pack, those who saw the L&M TW pack tended to have lower odds of perceiving the pack as attractive, believing that product had fewer chemicals than other products, or believing the product was less harmful than other products compared to the NAS TW pack. Conclusion Results suggest the more implicit “tobacco ingredients: tobacco & water” claim functions similarly to “additive-free” and as an unauthorized modified risk claim. NAS brand image also appears to contribute to higher perceived pack attractiveness and lower perceptions of chemicals and harm. Additional marketing regulations and corrective campaigns may be needed to reduce risk-related misperceptions about NAS cigarettes. IMPLICATIONS Our findings show that replacing “additive-free” claims with “tobacco ingredients: tobacco & water” did not sufficiently address the illegal use of unauthorized modified risk claims by the makers of NAS cigarettes. Further regulatory action restricting the TW claim could potentially reduce inaccurate lower harm perceptions about NAS cigarettes. Educational campaigns may also be needed to mitigate NAS’s history of marketing that implies reduced harm, given that effects of implicit reduced risk claims like TW have a greater effect on pack perceptions for NAS than L&M.
Introduction The 2017 agreement between the U.S. Food and Drug Administration and the makers of Natural America Spirit (NAS) cigarettes restricted use of “additive-free” (AF) in brand marketing, which the company replaced with “tobacco ingredients: tobacco & water” (TW), a phrase subsequently adopted by L&M. We tested how participants’ perceptions differed when exposed to AF versus TW claims on NAS and L&M packs. Methods A between-subjects experiment was embedded within an online survey in August 2022 (n= 2,526). Participants were randomized to view one of three packs (NAS AF pack, NAS TW pack, L&M TW pack). Logistic regressions assessed differences (by pack exposure) in perceived pack attractiveness and relative chemical and harm perceptions compared to other cigarettes. Interactions by smoking status were explored. Results No significant differences were observed between the NAS AF and NAS TW packs on perceived attractiveness or relative harm, although never smokers had higher odds of having lower relative chemicals perceptions in response to the NAS AF versus NAS TW pack (OR=1.81). Compared to participants who saw the NAS TW pack, those who saw the L&M TW pack tended to have lower odds of perceiving the pack as attractive, believing that product had fewer chemicals than other products, or believing the product was less harmful than other products compared to the NAS TW pack. Conclusion Results suggest the more implicit “tobacco ingredients: tobacco & water” claim functions similarly to “additive-free” and as an unauthorized modified risk claim. NAS brand image also appears to contribute to higher perceived pack attractiveness and lower perceptions of chemicals and harm. Additional marketing regulations and corrective campaigns may be needed to reduce risk-related misperceptions about NAS cigarettes. IMPLICATIONS Our findings show that replacing “additive-free” claims with “tobacco ingredients: tobacco & water” did not sufficiently address the illegal use of unauthorized modified risk claims by the makers of NAS cigarettes. Further regulatory action restricting the TW claim could potentially reduce inaccurate lower harm perceptions about NAS cigarettes. Educational campaigns may also be needed to mitigate NAS’s history of marketing that implies reduced harm, given that effects of implicit reduced risk claims like TW have a greater effect on pack perceptions for NAS than L&M.
Introduction The tobacco industry has a long history of circumventing regulations to present their products, inaccurately, as less harmful. Greenwashing (portraying a product as natural/eco-friendly) is increasingly used by tobacco companies and may mislead consumers to believe that certain cigarettes are less harmful than others. This study assesses the effect of some common greenwashing tactics on consumer product perceptions. Methods We conducted an online experiment with 1,504 participants ages 18-29, randomized to view a cigarette ad manipulated for presence/absence of a combination of 4 different greenwashing techniques: greenwashed ad text, greenwashed ad imagery, recycled paper ad background, and image of greenwashed cigarette pack. Participants rated perceived absolute harm, relative harm to other cigarettes, absolute addictiveness, relative addictiveness, and relative nicotine content. Results Participants who viewed ads containing greenwashed text were more likely to have inaccurate perceptions about absolute harm (AOR=1.72), relative harm (AOR=3.92), relative addictiveness (AOR=2.93) and nicotine content (AOR=2.08). Participants who viewed ads containing greenwashed imagery were more likely to have inaccurate perceptions of relative harm (AOR=1.55), absolute addictiveness (AOR=1.72), relative addictiveness (AOR=1.60) and nicotine content (AOR=1.48). Forty-two percent of those who saw an ad with all greenwashed features believed the product was less harmful than other cigarettes vs. 2% of those who saw an ad without greenwashed features. Conclusions We found greenwashed text and imagery produced inaccurate risk perceptions. More active U.S. Food & Drug Administration (FDA) enforcement against such greenwashing and new FDA rulemaking to prohibit unnecessary imagery in tobacco advertising and establish plain packaging requirements would help protect consumers and public health. IMPLICATIONS These findings provide evidence that greenwashing tactics used by the tobacco industry increase inaccurate product risk perceptions. These tactics could be a way for the industry to make implicit modified risk claims, despite applicable U.S. Family Smoking Prevention and Tobacco Control Act prohibitions. Findings from this study support the need for prohibitions on these tactics, and the potential for such prohibitions to help protect public health.
BackgroundTerms such as ‘natural’, ‘organic’ and ‘tobacco and water’ on cigarette packs may communicate misleading reduced harm messages to consumers. This study describes sales volume and price for brands that used these misleading descriptors in the USA by year, brand and state.MethodsThe data come from Information Resources Incorporated sales data collected in 44 US states from January 2018 to January 2023. Trained coders used Universal Product Codes, purchased packs and internet searches to identify cigarettes sold with ‘natural’, ‘organic’ and ‘tobacco and water’ on packs. We report cigarette pack unit sales counts (sales volume) and average price per pack by year, as well as per cent year-over-year change in sales volume and price and annual market share by descriptor terms.ResultsOverall, pack sales volume decreased year-over-year from 2019 to 2022. Sales volume for packs with ‘natural’, ‘tobacco and water’ and ‘organic’ decreased less than overall; in some cases, they increased. In 2022, packs with ‘natural’ accounted for the greatest share of cigarette unit sales (5.42% or 33 605 036 packs), followed by ‘tobacco and water’ (2.25% or 12 959 905 packs) and ‘organic’ (0.53% or 4 614 592 packs). Natural American Spirit (NAS) and Winston accounted for most sales with ‘natural’ and ‘tobacco and water’; NAS accounted for nearly all sales with ‘organic’. Packs with ‘natural’, ‘tobacco and water’ or ‘organic’ made up the largest portion of sales in western (Oregon, Idaho, California, Colorado and Washington) and northeastern (Vermont, Massachusetts and New Hampshire) US states.ConclusionBrands using ‘natural’, ‘tobacco and water’ and ‘organic’ on packs increased their market share between 2019 and 2022; in some states, market share was over 10% in 2022. Our findings emphasise the importance of regulating these terms and continually monitoring their population impact.
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