Marketing expenditures and industry transformation: are cigarette companies really shifting away from cigarettes?
David T Levy1, Nargiz Travis2, Michael Cummings3
1Lombardi Comprehensive Cancer Center, Georgetown University Medicical Center, Georgetown University, Washington, DC, USA dl777@georgetown.edu.
Introduction:
Cigarette companies have stated their intent to transition from selling cigarettes to selling less harmful products, such as e-cigarettes. We examine trends in US cigarette marketing expenditures and their relationship to e-cigarette use.
Methods:
We obtained US cigarette marketing expenditures data for 2010-2022 from the 2022 Federal Trade Commission Cigarette Report. We compared these expenditures to adult e-cigarette prevalence data from the National Health Interview Survey (NHIS). We also considered types of marketing expenditures.
Results:
Cigarette marketing expenditures per pack have increased since 2010, most of which involve price discounting. These increases co-occurred with increased e-cigarette use, especially among youth and young adults.
Conclusions:
Our analysis finds that, despite declining cigarette sales, cigarette companies have intensified their marketing efforts by allocating increasing expenditures per pack as e-cigarette use increased.
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