Prevalence and Effects of “Natural” Descriptors on Cigar Packaging

Rutgers Biomedical And Health Sciences, Newark NJ

Investigators

Abstract

PROJECT SUMMARY The 2016 Deeming Rule extended FDA’s regulatory authority to cigars, including cigar labeling and marketing. Cigars pose similar health risks as cigarettes but are far cheaper and disproportionately used by young people and minorities, particularly Black and African Americans. Prior research has shown cigar packaging features such as color and flavor descriptors can influence favorable cigar perceptions and use intentions, but little is known about the effects of “natural” descriptors in cigar marketing, which appear to be growing in use and may mislead consumers into thinking these products pose lower risks. Evidence from cigarette literature has documented misleading effects of “natural” descriptors, leading the FDA in 2015 to order makers of Natural American Spirit cigarettes and other cigarette brands to cease use of the “natural” descriptor in their advertising. While FDA can extend similar restrictions to cigars, cigar-specific data is needed to examine whether similar misleading effects of “natural” descriptors occur in the cigar marketing domain to inform any potential regulatory actions. This project will use complementary methods to extend the evidence base regarding use of “natural” descriptors and imagery to cigar packaging, including its prevalence, growth and impact on young adults’ attention, cigar perceptions (including risk perceptions), appeal, and use intentions. In Aim 1 we will analyze Nielsen cigar sales data and purchased cigar packs over the project period to examine use of various “natural” themed descriptors (both explicit and alternative) and imagery (e.g., tobacco leaves) on cigar packaging over time. Under Aim 2 we will test the effects of “natural” descriptor types and imagery on cigar packaging (as well as interactions with cigar product images) on young adults’ cigar product perceptions and use intentions using an online experiment with young adults (ages 18-34) who currently use cigars and non-users susceptible to cigar use. We will also conduct a second exploratory online experiment examining the interaction between “natural” descriptors/imagery and potential health communication messages on cigar packs (i.e., text and pictorial warning labels, and “natural does not mean safer” disclaimers). We will complement our Aim 2 study results by examining likely real-world attention to “natural” descriptors and imagery through an in-person eye-tracking study with 160 young adults (Aim 3). This study will inform FDA research priorities on Marketing Influences, Communications, and Behavior, and relevant cigar regulatory actions.