![]() Research on alcohol use portrayals in social media has already shown harmful influences of internet content. The next step, however, is to ascertain if these messages can promote favorable attitudes toward tobacco products such as electronic cigarettes (e-cigarettes) and combustive cigarette smoking in young viewers. Prior studies of tobacco messages on YouTube have provided invaluable qualitative analyses of content and determined prevalence of tobacco messages. Such evidence is critical for future policy decisions about tobacco-related content presented on the internet. Despite the potential influence of this large number of regularly viewed messages from an outlet that young people trust, little systematic research has elucidated the degree to which YouTube messages influence attitudes toward tobacco products. Third, according to a recent survey, half of today’s teens cite YouTube as their favorite website. Second, YouTube reports over one billion users who collectively watch hundreds of millions of hours of video per day. First, there are large numbers of tobacco-related messages on YouTube, with more messages presenting favorable rather than unfavorable views on tobacco. ![]() There are at least three reasons for this concern. There is a rising suspicion that online exposure to user-generated content on YouTube shapes young people’s perceptions of tobacco. What is the likely effect of such tobacco- friendly communications disseminated informally on the internet? For example, many noncommercial internet materials generated by community members minimize or misrepresent the negative health consequences of tobacco use, either through omission (eg, not noting the negative health consequences ), or through commission (eg, asserting that smoking is safe or even has health benefits ). ![]() ![]() Although these findings, along with regulatory efforts, have contributed to the decline of tobacco portrayal (mostly cigarettes) in cinema and on television since 1950, emerging media such as the internet remain largely unregulated. The study of media influences on smoking among adolescents and young adults has a long history of uncovering significant health threats. ![]()
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