Social identity and support for counteracting tobacco company marketing that targets vulnerable populations

Abstract

Rationale Tobacco companies use advertising to target vulnerable populations, including youth, racial/ethnic minorities, and sexual minorities. Objective We sought to examine how personal identity affects support for population-specific anti-smoking advertisements that could serve as countermeasures to industry practices. Methods In 2014–2015, we surveyed probability phone samples of adults and adolescents (n = 6,139) and an online convenience sample of adults (n = 4,137) in the United States. We experimentally varied the description of tobacco industry marketing practices (no description, general, or specific to a target group). The four prevention target groups were teens; African Americans; Latinos; and gays, lesbians, and bisexuals (GLBs). Participants were either members or non-members of their prevention target group. Results Support was highest for anti-smoking advertisements targeting teens, moderate for Latinos and African Americans, and lowest for GLBs. In-group members expressed higher support than out-group members when anti-smoking advertisements targeted African Americans, Latinos, and GLBs (all p < .05). However, when teens were the target prevention group, in-group members expressed lower support than out-group members (p < .05). The description of industry marketing practices did not have an effect. Results were similar across the phone and online studies. Conclusions Our findings suggest that the public strongly supports advertisements to prevent smoking among teens, but support for similar efforts among other vulnerable populations is comparatively low. Anti-smoking campaigns for vulnerable populations may benefit from a greater understanding of the role of social identity in shaping public support for such campaigns.

Similarities and Differences in Tobacco Control Research Findings From Convenience and Probability Samples

“…In both samples, learning that chemicals are in cigarette smoke increased interest in “natural,” “organic,” and “additive-free” cigarettes (compared to “ultra-light” cigarettes), and learning that cigarettes have more harmful chemicals than e-cigarettes led to higher interest in dual use and higher perceived harm of cigarettes (compared to believing there are similar amounts) (13). Also in both samples, support was highest for anti-smoking ads targeting teens (compared to ads targeting other vulnerable groups), and in-group members expressed greater support for ads than out-group members (14).…”

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

“…Messages, framing and channels of delivery were assessed for Spanish-speaking smokers to guide them to an online cessation program ( Become an Ex ) 70 ; viewers were more likely to click on website banners on the Spanish version of Yahoo compared to other websites, and on banner ads with themes of loss-frame over gain-frame, familism rather than fatalism, and ads targeted to characteristics such as language and dress compared to other ads. In a study that compared the ethnicity of viewers with the intended ethnicity of anti-tobacco ads, the viewers liked the ads more if they thought the intended audience matched their own ethnicity 71 .…”

“…Awareness of ads promoting smoking cessation was similar among LGBT individuals and their heterosexual counterparts 127 . In a study that compared reactions to anti-tobacco ads targeting AA, HL and LGBT populations, support for anti-tobacco messages was lowest for the LGBT themed ads but higher if someone self-identified as LGBT compared to those who did not 71 . A 2013–14 anti-smoking educational campaign ( Break Up ) for LGBT individuals in Los Angeles County, featured graphic advertisements online and in bars, clubs, and gyms in areas of the county with the highest concentration of businesses that service the LGBT community.…”

Risk Perceptions of Low Nicotine Cigarettes and Alternative Nicotine Products across Priority Smoking Populations

“…Developing and implementing targeted communication interventions for different racial/ethnic groups as well as sexual orientation and gender identity would allow public health officials to more effectively communicate with these subgroups based on their unique values, perceptions of tobacco products, and causes of tobacco use (e.g., systemic racism). Targeting messages to specific populations enhances its effectiveness, because messages are most effective when they are perceived as relevant to a population [ 73 , 74 ]. One successful example of targeted messaging is The Real Cost national campaign, aimed at preventing youth from initiating smoking [ 45 , 46 , 75 ].…”