Study Led By Yale Uni Reveals Marketing Tactics of Nicotine Manufacturers

Key points:

1. A study led by Yale University revealed that manufacturers of oral nicotine products attracted retailers through advertisements emphasizing profitability, convenience, and non-tobacco flavors.

2. Advertisements often contained slogans that emphasized convenience and profit for businesses. 82% showcased refreshing flavors, while 48% showcase fruit flavors.

3. Researchers urged tobacco regulatory agencies to pay attention to these advertisements and prevented them from having a negative impact on consumers.

A recent study conducted by a multi-institution team, including two researchers from Yale University, has revealed how manufacturers of oral nicotine products utilize attention-grabbing advertising campaigns to attract retailers, with a particular focus on product profitability, ease of use, and the availability of non-tobacco flavors, Medicine.yale reported.

The study, published in the journal "Tobacco Control," documented the commercial advertisements used by oral nicotine product manufacturers from January 2016 to August 2022. 

These advertisements provide insights into new product flavors and styles, as well as potential marketing strategies targeting consumers in the future, making them an important trend to watch.

The study also found that advertisements featured various flavors and high nicotine concentrations, elements that could be appealing to users based on experiences with other nicotine products.

Researchers found that among the 50 advertisements reviewed, about 72% included slogans, some of which emphasized ease of use. One example, "Chew on this anywhere … anytime" was designed to circumvent restrictions on the use of other tobacco and nicotine products.

In addition, approximately 82% showcased at least one cool flavor, while 48% display at least one fruit flavor. Wintergreen flavor has the highest frequency of appearance, accounting for 48% of advertisements.

The businesses' profits were also being promoted in advertisements, with one advertisements featuring the phrase "Small pouches, big margins".

Although the target audience for these advertisement was retail, researchers suggested that they may also resonate with consumers and should be of concern to tobacco regulatory agencies.