Selling tobacco: A comprehensive analysis of the U.S. tobacco advertising landscape

Addict Behav. 2019 Sep:96:100-109. doi: 10.1016/j.addbeh.2019.04.024. Epub 2019 Apr 25.

Abstract

Objectives: To describe advertising tactics of cigarette, e-cigarette, little cigar/cigarillo and smokeless tobacco manufacturers.

Methods: We conducted a content analysis of tobacco 827 ads run in the US in 2016. Ads were double coded by trained coders across ten domains: promotions, web/social media presence, use cues, warnings and disclaimers, descriptors, claims, activities, setting, imagery, and themes.

Results: Cigarette ads relied on promotional tactics like discounts and sweepstakes and featured links to websites and mobile apps, all of which can increase brand loyalty and customer engagement. E-cigarette ads used tactics that appear to target new consumers, such as highlighting the product's qualities and modeling product use. Little cigar/cigarillo ads often positioned the product as social and featured music, urban and nightlife settings. Smokeless tobacco ads frequently featured themes, activities and settings stereotypically thought of as masculine.

Conclusions: The tactics used to advertise tobacco products can help generate new consumers, encourage product/brand switching, and escalate use among current users. Understanding how different products are advertised can inform the Food and Drug Administration's regulatory efforts, and tobacco counter-marketing campaigns.

Keywords: Advertising; Cigarettes; Cigars; Marketing; Smokeless tobacco; Tobacco.

Publication types

  • Research Support, N.I.H., Extramural
  • Research Support, U.S. Gov't, P.H.S.

MeSH terms

  • Advertising*
  • Cues
  • Electronic Nicotine Delivery Systems*
  • Humans
  • Social Media
  • Tobacco Industry*
  • Tobacco Products*
  • Tobacco, Smokeless
  • United States