Total (323) n (%) | 2019 (188) n (%) | 2020 (135) n (%) | P value* | |
Cigar pack shown | 230 (71.2) | 130 (69.1) | 100 (74.1) | 0.335 |
Classic Tobacco | 48 (14.9) | 23 (12.2) | 25 (18.5) | 0.117 |
Menthol | 42 (13.0) | 22 (11.7) | 20 (14.8) | 0.412 |
Flavour other than menthol | 171 (52.9) | 101 (53.7) | 70 (51.9) | 0.740 |
Warning label visible on a pack seen | 198 (61.3) | 105 (55.9) | 93 (68.9) | 0.008 |
Cigar stick shown | 102 (31.6) | 52 (27.7) | 50 (37.0) | 0.074 |
Visible only inside shown pack | 27 (8.4) | 18 (9.6) | 9 (6.7) | 0.057 |
Visible only outside of shown pack | 33 (10.2) | 19 (10.1) | 14 (10.3) | 0.357 |
Visible inside and outside of shown pack | 25 (7.7) | 7 (3.7) | 18 (13.3) | 0.008 |
Visible cigar stick but no pack image | 17 (5.2) | 8 (4.2) | 9 (6.7) | 0.723 |
At least one stick is lit | 59 (18.3) | 23 (12.2) | 36 (26.7) | 0.005 |
Image of lighter or matches | 36 (11.1) | 15 (8.0) | 21 (15.6) | 0.033 |
Warning label on post | 258 (79.9) | 144 (76.6) | 114 (84.4) | 0.083 |
Image of people shown | 81 (25.1) | 34 (18.1) | 47 (34.8) | 0.001 |
Male | 26 (8.0) | 12 (6.4) | 14 (10.4) | 0.600 |
Female | 41 (12.7) | 17 (9.0) | 24 (17.8) | 0.925 |
Unclear/cannot tell | 20 (6.2) | 8 (4.3) | 12 (8.9) | 0.837 |
Touching cigar/pack | 60 (18.6) | 20 (10.6) | 40 (29.6) | 0.008 |
Image appears outdoors | 186 (57.6) | 107 (56.9) | 79 (58.5) | 0.774 |
Water scenery | 44 (13.6) | 24 (12.8) | 20 (14.8) | 0.647 |
Trees, woods, grass, flowers, etc | 106 (32.8) | 60 (31.9) | 46 (34.1) | 0.769 |
Urban imagery | 6 (1.9) | 3 (1.6) | 3 (2.2) | 0.700† |
Reference to astrology | 11 (3.4) | 9 (4.8) | 2 (1.5) | 0.128† |
Reference to sweepstakes | 38 (11.8) | 21 (11.2) | 17 (12.6) | 0.678 |
Alcohol-related imagery/message | 30 (9.3) | 14 (7.4) | 16 (11.9) | 0.179 |
Food-related imagery/message | 33 (10.2) | 14 (7.4) | 19 (14.1) | 0.052 |
Food or drink recipe | 13 (4.0) | 8 (4.3) | 5 (3.7) | 0.804 |
Seasonal/holiday imagery or message | 117 (36.2) | 72 (38.3) | 45 (33.3) | 0.360 |
Each Instagram post/ad was coded for: the presence (yes/no) of tobacco-related images: that is, any visible Cheyenne packs, cigar sticks and lighters or matches. Images with packs were coded for the flavour(s) shown and those with sticks coded for how sticks were visible (eg, inside pack, outside pack, lit/unlit). Each image/post was also coded for the presence of a warning label on the image, as well as its location (bottom/top of ad), size (20% of ad or less) and warning message used. Images with packs were coded for the presence and type of warning on the pack. Images were also coded for the presence of non-tobacco visual elements (eg, human models, outdoor scenery, food, alcohol) and lifestyle/relationship marketing features/associations (eg, sweepstakes promotion, food/alcoholic drink recipes). Variable categories and rows reported in the table are not mutually exclusive. For example, a post showing an image of a woman holding a menthol flavoured Cheyenne pack at the beach would be coded as: showing a Cheyenne cigar pack; showing a menthol flavoured style; showing a person; showing a woman; showing a person holding/touching the product; set outdoors; showing water scenery, etc.
*P value based on χ2 tests between content codes and year.
†P value based on Fisher’s Exact tests between content codes and year.