Evidence map›Paper›PMID 38375169›Full record

ArticlePreventive medicine reports2024

Content analysis of IQOS direct mail and email marketing in the US.

Katherine C Henderson, Nikita G Kute, Lucy Popova, David L Ashley, Claire A Spears, Victoria Churchill, Scott R Weaver, Terry F Pechacek, Jidong Huang

Abstract read
PubMed Full text at PMC Publisher
In one paragraph

Article in Preventive medicine reports, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.

0numbers the graph read from it
0cells of the map it votes in
1citing papers in PubMed
–field-weighted citation impact
1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

1 citing paper in PubMed.

  1. Article
4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

9 authors.

Katherine C HendersonSchool of Public Health, Georgia State University, Atlanta, GA, USA.
Nikita G KuteSchool of Public Health, Georgia State University, Atlanta, GA, USA.
Lucy PopovaSchool of Public Health, Georgia State University, Atlanta, GA, USA.
David L AshleySchool of Public Health, Georgia State University, Atlanta, GA, USA.
Claire A SpearsSchool of Public Health, Georgia State University, Atlanta, GA, USA.
Victoria ChurchillCancer Health Equity Institute, Morehouse School of Medicine, Atlanta, GA, USA.
Scott R WeaverSchool of Public Health, Georgia State University, Atlanta, GA, USA.
Terry F PechacekSchool of Public Health, Georgia State University, Atlanta, GA, USA.
Jidong HuangSchool of Public Health, Georgia State University, Atlanta, GA, USA.

Funding

Assessing the Intended and Unintended Consequences of E-cigarette TV AdvertisingR01CA194681 · NCI · UNIVERSITY OF ILLINOIS AT CHICAGO · PI HUANG, JIDONG · 2015 to 2019
$3.7M
Smokers’ Decision-Making about Tobacco Use: The Interplay of Affective and Cognitive Factors with Product CharacteristicsR01CA235719 · NCI · GEORGIA STATE UNIVERSITY · PI PECHACEK, TERRY FRANK, WEAVER, SCOTT R · 2019 to 2023
$3.1M
The Impact of Design Characteristics on the Modification Potential of Electronic Nicotine Delivery SystemsR01DA047397 · NIDA · GEORGIA STATE UNIVERSITY · PI ASHLEY, DAVID LIDDELL, POPOVA, LYUDMILA · 2018 to 2020
$1.6M
Uptake and Patterns of Use of the IQOS Heated Tobacco System by US SmokersR01DA051002 · NIDA · GEORGIA STATE UNIVERSITY · PI WEAVER, SCOTT R · 2021 to 2023
$1.4M
NCI NIH HHS R01 CA194681NCI NIH HHS R01 CA235719NIDA NIH HHS R01 DA047397NIDA NIH HHS R01 DA051002
6 · The paper itself

Abstract

Objective: Novel nicotine and tobacco products, including heated tobacco products (HTPs) like IQOS, are growing in global popularity. IQOS was the first HTP authorized for sale by the US Food and Drug Administration, entering the US market in 2019 and being removed in 2021 due to patent-related legal challenges, with the possibility of returning in 2024. Direct marketing is one method tobacco companies use to reach consumers of these products. The purpose of this study was to investigate the content of US IQOS direct mail and email marketing. Methods: Direct marketing items were collected between September 2019 and July 2021 by seven team members in the first US IQOS test market, Atlanta, Georgia. Results: Overall, 101 marketing items were collected, 59 of which were unique. Among the unique items that showed images of persons ("models"), 70 % showed models appearing to be from racial/ethnic minoritized groups, 86.8 % showed at least one female-presenting model, and 37.5 % showed models appearing to be young adults (18-29 years). Items often had an embedded link/URL (91.5 %) and mentioned topics such as online services (54.2 %; for example, online ordering and tutorials), user experience (49.2 %), social media (44.1 %), and purchasing locations (37.3 %). When examined for their main purpose, items focused on subjects such as store experience (37.7 %), product introduction (18.6 %), and product use (15.3 %). Conclusions: Our study highlights the importance of better understanding how novel tobacco products are marketed, which can inform policymakers' regulatory efforts and product authorization decisions.

Indexed as

Content analysisDirect marketingEmail/mail marketingHeated tobacco productsIQOSMarketingTobacco

Identifiers

PMID38375169
PMCPMC10874834

What OpenQuestion holds

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LicenceCC BY-NC-ND
Read underepoch 390

Registered trials

None linked

Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.