Changes in industry marketing of electronic nicotine delivery systems on social media following FDA's prioritized enforcement policy: a content analysis of Instagram and Twitter posts

被引：1

作者：

Guillory, Jamie ^{[1
]}

Trigger, Sarah ^{[2
]}

Ross, Ashley ^{[2
]}

Lane, Stephanie ^{[3
]}

Kim, Annice ^{[3
]}

Nonnemaker, James ^{[3
]}

Liu, Sherry T. ^{[2
]}

Snyder, Kimberly ^{[2
]}

Delahanty, Janine ^{[2
]}

机构：

[1] RTI Int, Dublin, Ireland

[2] Ctr Tobacco Prod, Off Sci, Silver Spring, MD USA

[3] RTI Int, Durham, NC USA

来源：

FRONTIERS IN COMMUNICATION | 2023年 / 8卷

关键词：

electronic nicotine delivery systems; tobacco industry; policy; marketing; Twitter; Instagram;

D O I：

10.3389/fcomm.2023.1274098

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

BackgroundIn February 2020, FDA prioritized enforcement of flavored (other than tobacco- or menthol-flavored) cartridge-based electronic nicotine delivery systems (ENDS) without premarket authorization. To explore potential marketing changes, we conducted a content analysis of brands' social media posts, comparing devices and flavors before/after the policy.MethodsWe sampled up to three posts before (November 6, 2019-February 5, 2020) and after the policy (February 6-May 6, 2020) from brands' Instagram (n = 33) and Twitter (n = 30) accounts (N = 302 posts). Two analysts coded posts for device type and flavor. We summarized coded frequencies by device, flavor, and device-flavor combination, and by platform.ResultsIn posts mentioning devices and flavors, those featuring flavored (other than tobacco- or menthol-flavored) cartridge-based devices (before: 2.5%; after: 0%) or tobacco- or menthol-flavored cartridge-based devices (before: 0%; after: 2.8%) were uncommon while any flavor disposables were most common (before: 10.8%; after: 14.6%) particularly after the policy. Half of posts featured devices without flavor (before: 50.0%; after: 50.0%) and one-fifth had no device or flavor references (before: 21.5%; after: 18.8%).ConclusionsIn the months before and after the policy, it appears ENDS brands were not using social media to market flavored (excluding tobacco- or menthol-flavored) cartridge-based ENDS (i.e., explicitly prioritized) or tobacco- or menthol-flavored cartridge-based devices (i.e., explicitly not prioritized). Brands were largely not advertising specific flavored products, but rather devices without mentioning flavor (e.g., open/refillable, disposable devices). We presented a snapshot of what consumers saw on social media around the time of the policy, which is important to understanding strategies to reach consumers in an evolving ENDS landscape.

引用

页数：11

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