Pro-tobacco marketing and anti-tobacco campaigns aimed at vulnerable populations: A review of the literature

Abstract

INTRODUCTIONWe reviewed research literature on pro-tobacco marketing and anti-tobacco campaigns targeting eight vulnerable populations to determine key findings and research gaps. Results can inform tobacco policy and control efforts and the design of public education campaigns for these groups.METHODSFive journal databases in medicine, communication, and science, were used to identify 8875 peer-reviewed, original articles in English, published in the period 2004–2018. There were 144 articles that met inclusion criteria on pro-tobacco marketing or anti-tobacco campaigns aimed at eight US groups: women of reproductive age, racial/ethnic minority groups (African American, Hispanic/Latino, Asian/Pacific Islander and American Indian/Alaska Native), Lesbian/Gay/Bisexual/Transgender (LGBT) populations, groups with low socioeconomic status, rural/inner city residents, military/veterans, and people with mental health or medical co-morbidities. We summarized the number of articles for each population, type of tobacco, and pro-tobacco or anti-tobacco focus. Narrative summaries were organized by population and by pro-tobacco or anti-tobacco focus, with key strategies and gaps by group.RESULTSThere were more studies on pro-tobacco marketing rather than anti-tobacco campaigns, and on cigarettes rather than other tobacco products. Major gaps included studies on Asian Americans, American Indian/Alaska Natives, pregnant women, LGBT populations, and those with mental health or medical co-morbidities. Gaps related to tobacco products were found for hookah, snus, and pipe/roll-your-own tobacco in the pro-tobacco studies, and for all products except cigarettes in anti-tobacco studies. Common tobacco industry methods used were tailoring of product and package design and messages that were used to reach and appeal to different sociodemographic groups. Studies varied by research design making it difficult to compare results.CONCLUSIONSWe found major research gaps for specific groups and tobacco products. Public education campaigns need a stronger foundation in empirical studies focused on these populations. Research and practice would benefit from studies that permit comparisons across studies.

Perceptions of electronic cigarettes among ethno-culturally diverse Latino adults in four US urban centers

“…language or visual characteristics of intervention materials) and deep level cultural traits (e.g. familismo and simpatía) (Cruz et al 2019;Graham et al 2012;Russo et al 2018). Future tobacco control education campaigns targeting Latinos may benefit from incorporating this study's findings of the misconceptions about e-cigarette use being less harmful than other tobacco products to themselves and their family members.…”

“…First, our findings corroborate that tobacco control initiatives should be tailored to US Latinos with an emphasis on socio-cultural traits that distinguishes them from other populations. For example, the collectivist nature of the Latino family system has been shown to be an important component of tobacco control interventions targeting Latinos (Cruz et al 2019;Graham et al 2012;Russo et al 2018). More specifically, recruitment strategies that include familismo contribute to increased participation in cigarette smoking cessation interventions through messaging oriented on benefits for the family, particularly the younger generations (Cruz et al 2019;Graham et al 2012;Russo et al 2018).…”

“…For example, the collectivist nature of the Latino family system has been shown to be an important component of tobacco control interventions targeting Latinos (Cruz et al 2019;Graham et al 2012;Russo et al 2018). More specifically, recruitment strategies that include familismo contribute to increased participation in cigarette smoking cessation interventions through messaging oriented on benefits for the family, particularly the younger generations (Cruz et al 2019;Graham et al 2012;Russo et al 2018). Second, our findings indicate that such interventions need to be further tailored to the socio-demographic characteristics of the target populations based on age, language preference, nativity, and media used in the communication channel (e.g.…”

“…Facebook, Instagram, and YouTube). Third, it is well documented that tobacco control health initiatives that partner with communitybased organizations increase participant recruitment and retention (Cruz et al 2019;Russo et al 2018). For example, a smoking cessation intervention that used a pediatric health provider referred strategy based in community health clinics showed that these settings were effective for referring Latino smokers to counselor initiated smoking cessation services.…”

Smoking cessation interventions for people living in rural and remote areas: a systematic review protocol

“…[16][17][18][19] A 2019 review indicated that rural residents in the USA were exposed to greater pro-tobacco advertising that appealed to cultural standards within rural communities. 20 Antitobacco media campaigns, especially localised messages on print, were reportedly received by rural communities with high reception. 20 Limited access to healthcare may also contribute to fewer opportunities for professional advice and support to quit smoking.…”