Do tobacco industry websites target content to specific demographic groups?

Area of Science:

• Public Health
• Digital Marketing
• Tobacco Control

Background:

• Limited research exists on demographic-based content variations on tobacco brand websites.
• This study addresses the gap by investigating if tobacco marketing content differs by user ethnicity, gender, and age.

Purpose of the Study:

• To determine if tobacco brand website content varies based on audience demographics.
• To analyze how themes, interactive features, and social media links are presented to different ethnic, gender, and age groups.

Main Methods:

• 32 adult smokers from eight demographic groups (ethnicity, gender, age) visited 12 tobacco brand websites.
• Website visits (n=874) were coded for themes, interactive activities, and social media links.
• Logistic regression analyzed content variations by participant demographics.

Main Results:

• Website content, themes, and social media links differed across demographic groups.
• Men were more likely to see harm reduction themes; women saw more promotional content.
• Older participants accessed features like music selection and coupons; African Americans saw more social media links.

Conclusions:

• Tobacco brand website content is demonstrably tailored to specific ethnic, age, and gender groups.
• These targeted strategies may influence user recall and appeal of pro-tobacco marketing.
• Findings can inform regulatory and communication efforts against online pro-tobacco content.