YouTube: a promotional vehicle for little cigars and cigarillos?

Richardson, Amanda; Vallone, Donna

doi:10.1136/tobaccocontrol-2012-050562

Cited by 53 publications

(64 citation statements)

References 22 publications

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“…Unlike other studies, most videos analysed had antismoking content. Nonetheless, in line with earlier studies,11 13 14 17 18 the pro-smoking videos had received more views and had a higher like:dislike ratio than the antismoking videos. As tobacco companies undertake more aggressive marketing in developing countries, pro-smoking videos appear to be a key medium with relatively high (and growing) reach among young people.…”

Section: Discussionsupporting

confidence: 86%

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Portrayal of tobacco in Mongolian language YouTube videos: policy gaps: Table 1

Tsai

Sainbayar

2015

Tob Control

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Section: Discussionsupporting

confidence: 86%

“…Studies examining other tobacco products, such as smokeless tobacco and e-cigarettes, also found that YouTube videos are often pro-tobacco, and receive more ‘views’ than antitobacco videos 11 13 14 17 18…”

Section: Introductionmentioning

confidence: 99%

Portrayal of tobacco in Mongolian language YouTube videos: policy gaps: Table 1

Tsai

Sainbayar

2015

Tob Control

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“…Our work builds on a growing body of the literature that uses mixed-method computational approaches to assess health trends from digital media24–26 38 39 54 and adds to prior literature by demonstrating that Twitter appears to be a major messaging and information-sharing social platform for LCCs. In fact, our study is first to quantify the overall presence of LCC-relevant content on Twitter.…”

Section: Summary and Discussionmentioning

confidence: 99%

‘Sweeter Than a Swisher’: amount and themes of little cigar and cigarillo content on Twitter

et al. 2016

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ObjectiveDespite recent increases in little cigar and cigarillo (LCC) use—particularly among urban youth, African-Americans and Latinos—research on targeted strategies for marketing these products is sparse. Little is known about the amount or content of LCC messages users see or share on social media, a popular communication medium among youth and communities of colour.MethodsKeyword rules were used to collect tweets related to LCCs from the Twitter Firehose posted in October 2014 and March–April 2015. Tweets were coded for promotional content, brand references, co-use with marijuana and subculture references (eg, rap/hip-hop, celebrity endorsements) and were classified as commercial and ‘organic’/non-commercial using a combination of machine learning methods, keyword algorithms and human coding. Metadata associated with each tweet were used to categorise users as influencers (1000 and more followers) and regular users (under 1000 followers).ResultsKeyword filters captured over 4 372 293 LCC tweets. Analyses revealed that 17% of account users posting about LCCs were influencers and 1% of accounts were overtly commercial. Influencers were more likely to mention LCC brands and post promotional messages. Approximately 83% of LCC tweets contained references to marijuana and 29% of tweets were memes. Tweets also contained references to rap/hip-hop lyrics and urban subculture.ConclusionsTwitter is a major information-sharing and marketing platform for LCCs. Co-use of tobacco and marijuana is common and normalised on Twitter. The presence and broad reach of LCC messages on social media warrants urgent need for surveillance and serious attention from public health professionals and policymakers. Future tobacco use prevention initiatives should be adapted to ensure that they are inclusive of LCC use.

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“…Tobacco control researchers have also documented YouTube content related to other tobacco products popular with youth, such as hookah (Carroll, Shensa, & Primack, 2013), cigars and cigarillos (Richardson & Vallone, 2014), and smokeless tobacco or "dip" (Seidenberg, Rodgers, Rees, & Connolly, 2012). The videos featuring cigars and cigarillos had been viewed almost six million times at the time of the study, were most often viewed by males, and several of the videos were most often viewed by 13-17-year-olds.…”

Section: Tobaccomentioning

confidence: 99%

Marketing to Youth in the Digital Age: The Promotion of Unhealthy Products and Health Promoting Behaviours on Social Media

Dunlop

Freeman

Jones

2016

MaC

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The near-ubiquitous use of social media among adolescents and young adults creates opportunities for both corporate brands and health promotion agencies to target and engage with young audiences in unprecedented ways. Traditional media is known to have both a positive and negative influence on youth health behaviours, but the impact of social media is less well understood. This paper first summarises current evidence around adolescents' exposure to the promotion and marketing of unhealthy products such as energy dense and nutrient poor food and beverages, alcohol, and tobacco on social media sites such as Facebook, Twitter, Instagram and YouTube. We explore emerging evidence about the extent of exposure to marketing of these harmful products through social media platforms and potential impacts of exposure on adolescent health. Secondly, we present examples of health-promoting social media campaigns aimed at youth, with the purpose of describing innovative campaigns and highlighting lessons learned for creating effective social media interventions. Finally, we suggest implications for policy and practice, and identify knowledge gaps and opportunities for future research.

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YouTube: a promotional vehicle for little cigars and cigarillos?

Abstract: The vast majority of information on YouTube about LCCs promotes their use. It is critical to monitor content on LCCs posted on YouTube, and develop appropriate health messages to counter pro-LCC content, and appropriately inform potential consumers of the harms associated with their use.

Cited by 53 publications

References 22 publications

Portrayal of tobacco in Mongolian language YouTube videos: policy gaps: Table 1

Portrayal of tobacco in Mongolian language YouTube videos: policy gaps: Table 1

‘Sweeter Than a Swisher’: amount and themes of little cigar and cigarillo content on Twitter

Marketing to Youth in the Digital Age: The Promotion of Unhealthy Products and Health Promoting Behaviours on Social Media

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