Misleading Tobacco Content is on the Rise on YouTube

Abstract

A content analysis of popular videos on YouTube containing tobacco-relevant material revealed five categories of misleading content about tobacco use in 2013. A re-examination in 2019 of the most heavily viewed exemplars of these categories identified in 2013 revealed a striking increase in viewership in all categories but especially in the portrayal and promotion of vaping. Because Internet sites such as YouTube are immune from responsibility for the content they host, it remains a challenge to correct or remove these videos.

Tobacco promotion restriction policies on social media

“…For example, an analysis of user-generated content on YouTube found extensive presence of misinformation about the harms of tobacco use and the portrayal of tobacco use as an exciting activity (eg, blowing smoke rings) without any indication of the ill effects of the behaviour. 35 Such portrayals frequently involved youth using e-cigarettes. 36 The prohibition of tobacco product sales varied, with some prohibiting sales on their official commerce platforms and others prohibiting user-to-user transactions, which could include gifts involving tobacco.…”

“…It is notable that most social media platforms would allow content that promotes tobacco use posted by users other than registered influencers. For example, an analysis of user-generated content on YouTube found extensive presence of misinformation about the harms of tobacco use and the portrayal of tobacco use as an exciting activity (eg, blowing smoke rings) without any indication of the ill effects of the behaviour 35. Such portrayals frequently involved youth using e-cigarettes 36…”

Quantifying and characterising tobacco content in the most in-demand streamed series in 10 low/middle-income countries in 2019

“…20 Increased exposure to tobacco has been repeatedly linked to higher levels of tobacco uptake among the young. [21][22][23][24] Existing evidence demonstrates that smoking imagery in viewed media provides misleadingly positive impressions of smoking 8 and suggests that movie stars can be a strong influencing factor in whether young audiences initiate smoking behaviours. 25 26 Youth exposure to smoking-related content can occur in several contexts, including through popular music videos, 4 TV, 3 film 7 and through streamed view-on-demand services including Netflix and Amazon Prime Video.…”

“…1 2 In spite of national and international restrictions or bans on the advertising, promotion and sponsorship of tobacco products, exposure to tobacco products and smoking behaviours through popular media remains high. [3][4][5][6][7][8][9][10] Youth populations (aged 13-18 years) in low/middle-income countries (LMICs) are especially at risk due to targeting by the tobacco industry to youth and female markets in these regions, [11][12][13] as well as the increased exposure to content afforded by developments in internetconnected personal technologies. 14 15 Smoking kills over 8 million people each year, globally.…”

“…20 Increased exposure to tobacco has been repeatedly linked to higher levels of tobacco uptake among the young. 21–24 Existing evidence demonstrates that smoking imagery in viewed media provides misleadingly positive impressions of smoking 8 and suggests that movie stars can be a strong influencing factor in whether young audiences initiate smoking behaviours. 25 26 …”