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Forensic analysis of online marketing for electronic nicotine delivery systems

机译：电子尼古丁传送系统在线营销的法医分析

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Background Electronic nicotine delivery systems (ENDS) are growing in awareness and use in the USA. They are currently unregulated as the Food and Drug Administration has yet to assert jurisdiction under its tobacco authority over these products, and a US Court of Appeals held they cannot be regulated as drugs/ delivery devices if they are not marketed for a therapeutic purpose. Observation of the current online marketplace suggests ENDS, like some nutraceutical products, are being promoted using affiliate marketing techniques using claims concerning purported health benefits. Objective This study performed a forensic analysis to characterise the relationships between online ENDS affiliate advertisements and ENDS sellers, and evaluated descriptive content on advertisements and websites to inform future policy and regulatory efforts. Methods A purposive sampling strategy was used to identify three forms of ENDS advertising. Web proxy software recorded identifiable objects and their ties to each other. Network analysis of these ties followed, as well as analysis of descriptive content on advertisements and websites identified. Results The forensic analysis included four ENDS advertisements, two linked affiliate websites, and two linked seller websites, and demonstrated a multilevel relationship between advertisements and sellers with multiple layers of redirection. Descriptive analysis indicated that advertisements and affiliates, but not linked sellers, included smoking cessation claims. Results suggest that ENDS sellers may be trying to distance marketing efforts containing unsubstantiated claims from sales. A separate descriptive analysis of 20 ENDS seller web pages indicated that the use of affiliate marketing by sellers may be widespread. Conclusions These findings support increased monitoring and regulation of ENDS marketing to prevent deceptive marketing tactics and ensure consumer safety.
机译：背景技术电子尼古丁传送系统（ENDS）在美国的认识和使用正在增长。由于美国食品药品监督管理局尚未对这些产品主张烟草管辖权，因此目前尚未对它们进行管制，而美国上诉法院认为，如果未将其销售用于治疗目的，则不能将它们作为药品/递送装置进行管理。对当前在线市场的观察表明，ENDS和某些营养产品一样，正在通过会员营销技术使用声称的健康益处的主张进行促销。目的本研究进行了法医分析，以表征在线ENDS联盟广告与ENDS卖方之间的关系，并评估了广告和网站上的描述性内容，以为未来的政策和监管工作提供依据。方法采用有目的的抽样策略来识别ENDS广告的三种形式。 Web代理软件记录可识别的对象及其相互之间的联系。随后对这些联系进行网络分析，并对所确定的广告和网站上的描述性内容进行分析。结果取证分析包括四个ENDS广告，两个链接的会员网站和两个链接的卖家网站，并证明了广告和卖家之间具有多层重定向的多层次关系。描述性分析表明，广告和关联公司（而非链接的卖家）包括戒烟要求。结果表明，ENDS卖方可能正在尝试将包含未经证实的索偿要求的营销工作推开。对20个ENDS卖方网页的单独描述性分析表明，卖方对联盟营销的使用可能很普遍。结论这些发现支持加强对ENDS营销的监视和监管，以防止欺骗性的营销策略并确保消费者安全。

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  • 来源
    《Tobacco control》 |2015年第2期|128-131|共4页
  • 作者

    Nathan K Cobb; Jody Brookover; Caroline O Cobb;

  • 作者单位

    Division of Pulmonary & Critical Care, Department of Medicine, Georgetown University Medical Center, Washington, DC, USA,Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA,Schroeder Institute for Tobacco Research and Policy Studies, Legacy, Washington, DC, USA;

    Schroeder Institute for Tobacco Research and Policy Studies, Legacy, Washington, DC, USA;

    The Schroeder Institute for Tobacco Research and Policy Studies, Legacy, 1724 Massachusetts Avenue, NW, Washington, DC 20036, USA;

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