TY - JOUR AU - Weiger, Caitlin Victoria AU - Smith, Katherine AU - Hong, Amy Y AU - Cohen, Joanna E PY - 2020 DA - 2020/6/9 TI -香烟包装与烟草公司网站链接:内容分析JO - J Med Internet Res SP - e15160 VL - 22 IS - 6kw -广告KW -发展中国家KW -产品包装KW -产品标签KW -烟草行业AB -背景:烟草公司在其产品的包装上包括网址，将消费者引导到含有原烟草信息的网站。在线媒体往往监管不足，并为该行业提供了向用户提供原生烟草通信的机会。目的:我们研究的目的是记录14个低收入和中等收入国家烟草包装上广告的网站内容。方法:我们于2013年从14个低收入和中等收入国家购买烟草包装，并检查其是否存在url。我们在2016年10月1日至2017年8月9日期间多次访问了唯一的url。我们开发了一个编码清单，并使用它对活跃的企业网站进行内容分析，以确定原烟草通信的类型。编码清单包括监管控制和警告的存在、参与策略、营销诉求(如对产品受欢迎程度、奢华/质量、品味的描述)、企业社会责任计划和形象管理。我们对品牌网站进行了单独编码，并对社交媒体和其他网站类型进行了描述。结果:我们确定了89个唯一的url，其中54个在搜索期间是活跃的。 We assessed 26 corporate websites, 21 brand websites, 2 nontobacco websites, and 5 social media pages. We excluded 2 corporate websites and 14 brand websites due to limited accessible content or incomplete content. Corporate social responsibility was discussed on all corporate websites, and marketing appeals were also common. Corporate websites were also more likely to include more nonspecific (12/24, 50%) than specific (7/24, 29%) health warnings. Promotions (6/7, 86%) and sociability appeals (3/7, 43%) were common on brand websites. The small number of social media webpages in our sample used gendered marketing. Conclusions: URLs appearing on tobacco packs direct consumers to websites where users are exposed to marketing that highlights the “positive” contributions of tobacco companies on corporate websites, and extensive promotions and marketing appeals on brand websites and social media pages. It is essential that marketing regulations become more comprehensive and ban all protobacco communication, a policy that is in line with articles 5.3 and 13 of the World Health Organization Framework Convention on Tobacco Control. For countries that already ban internet tobacco advertising, enforcement efforts should be strengthened. Tobacco companies’ use of URLs on packs may also be compelling for plain packaging advocacy, where all branding is removed from the pack and large graphic health warning labels are the only communication on the tobacco packaging. Future research should consider including tobacco websites in marketing surveillance. SN - 1438-8871 UR - //www.mybigtv.com/2020/6/e15160 UR - https://doi.org/10.2196/15160 UR - http://www.ncbi.nlm.nih.gov/pubmed/32459649 DO - 10.2196/15160 ID - info:doi/10.2196/15160 ER -