The Influence of Natural Cigarette Advertising on Tobacco Control Policy Support

• In Event: Communication in Shaping Health Policymaking and Policy Support

Abstract

Research indicates that exposure to advertising for natural cigarette brands such as Natural American Spirit (NAS) results in erroneous beliefs that these products are healthier than traditional cigarettes. In 2017, Santa Fe Natural Tobacco Company agreed to remove “natural” and “additive-free” from NAS advertisements; however, “natural” will stay in the NAS name, and terms including “organic” and “tobacco and water” remain permissible, causing concern for public health advocates looking for stronger policy action from the U.S. Food and Drug Administration. Despite the importance of policy action, few studies have examined whether product advertising affects support for related policy. Here, results of a randomized experiment exploring the effects of exposure to NAS advertising content show that exposure reduced support for policies restricting misleading terminology in natural cigarette advertising. Further, misinformed beliefs about the healthy composition of these cigarettes negatively predicted policy support and partially mediated effects of exposure on policy support.

Authors

• Stefanie Kristen Gratale, University of Pennsylvania

• Angeline Sangalang, University of Dayton

• Erin K. Maloney, U of Pennsylvania

• Joseph N. Cappella, U of Pennsylvania