Skip to main content
padlock icon - secure page this page is secure

Open Access Real. Simple. Deadly. A Pilot Test of Consumer Harm Perceptions in Response to Natural American Spirit Advertising

Download Article:
 Download
(PDF 506.8 kb)
 

This article is Open Access under the terms of the Creative Commons CC BY-NC-ND licence.

Objectives: In 2016, the US Food and Drug Administration (FDA) and Santa Fe Natural Tobacco Company entered into a settlement agreement restricting use of the terms "additive free" and "natural" in American Spirit ads. In 2017, American Spirit launched a new campaign using the tagline "Real. Simple. Different." featuring the text, "Tobacco Ingredients: Tobacco & Water." The purpose of this study is to compare the effect of the old and new advertising tactics on perceived harm. Methods: We randomized 482 US young adults recruited via Amazon Mechanical Turk to view the old American Spirit ad messages, new American Spirit ad messages, or a control ad. Results: Participants who viewed an ad featuring the new "Real. Simple. Different." and "Tobacco & Water" phrases had a higher odds of perceiving the product as less harmful than other cigarettes (OR = 2.93) compared to a control ad, but a lower odds of perceiving reduced harm compared to an ad featuring the old phrases "Additive free. Natural." and "Tobacco & Water." Conclusions: Though an improvement on the old American Spirit ad, the tested new American Spirit ad still conveys inaccurate reduced harm to consumers.
No References for this article.
No Supplementary Data.
No Article Media
No Metrics

Keywords: ADVERTISING; AMERICAN SPIRIT; CIGARETTE DESCRIPTOR; CIGARETTES; PERCEIVED RISK; TOBACCO MARKETING

Document Type: Research Article

Publication date: July 1, 2019

More about this publication?
  • Tobacco Regulatory Science (Electronic ISSN 2333-9748) is a rigorously peer-reviewed online scientific journal for the dissemination of research relevant to the regulation of tobacco products. The journal content includes a broad array of research domains, including chemistry, biology, behavior, community, and population-level surveillance and epidemiology, as well as knowledge syntheses (eg, meta-analyses or state-of-the-art reviews) and analytic modeling. All articles describe the policy relevance of the research outcomes. Given the global nature of tobacco regulation, particularly as a result of international and national policies, Tobacco Regulatory Science publishes high quality research that is relevant to global regulatory needs and requirements. Tobacco Regulatory Science is published electronically 6 times per year.
  • Editorial Board
  • Information for Authors
  • Submit a Paper
  • Subscribe to this Title
  • Terms & Conditions
  • Associate Editors
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more