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.

Keywords

• platform regulation
• public health
• social media
• youth
• youtube