Promotion of E-Cigarettes on TikTok and Regulatory Considerations-Reference-Cited by-同舟云学术

Promotion of E-Cigarettes on TikTok and Regulatory Considerations

Published:2023-05-09 Issue:10 Volume:20 Page:5761
ISSN:1660-4601
Container-title:International Journal of Environmental Research and Public Health
language:en
Short-container-title:IJERPH

Author:

Jancey Jonine¹^ORCID,Leaver Tama²^ORCID,Wolf Katharina³^ORCID,Freeman Becky⁴^ORCID,Chai Kevin⁵,Bialous Stella⁶,Bromberg Marilyn⁷^ORCID,Adams Phoebe¹,Mcleod Meghan¹,Carey Renee N.⁵^ORCID,McCausland Kahlia¹^ORCID

Affiliation:

1. Collaboration for Evidence, Research and Impact in Public Health, School of Population Health, Curtin University, Kent Street, Perth, WA 6102, Australia

2. Internet Studies, School of Media, Creative Arts and Social Inquiry, Curtin University, Kent Street, Perth, WA 6102, Australia

3. School of Marketing, Curtin University, Kent Street, Perth, WA 6102, Australia

4. School of Public Health, University of Sydney, Sydney, NSW 2006, Australia

5. School of Population Health, Curtin University, Kent Street, Perth, WA 6102, Australia

6. School of Nursing, University of California, San Francisco, CA 94158, USA

7. UWA Law School, The University of Western Australia, 35 Stirling Highway, Perth, WA 6009, Australia

Abstract

E-cigarettes are promoted extensively on TikTok and other social media platforms. Platform policies to restrict e-cigarette promotion seem insufficient and are poorly enforced. This paper aims to understand how e-cigarettes are being promoted on TikTok and provide insights into the effectiveness of current TikTok policies. Seven popular hashtag-based keywords were used to identify TikTok accounts and associated videos related to e-cigarettes. Posts were independently coded by two trained coders. Collectively, the 264 videos received 2,470,373 views, 166,462 likes and 3426 comments. The overwhelming majority of videos (97.7%) portrayed e-cigarettes positively, and these posts received 98.7% of the total views and 98.2% of the total likes. A total of 69 posts (26.1%) clearly violated TikTok’s own content policy. The findings of the current study suggest that a variety of predominantly pro-vaping content is available on TikTok. Current policies and moderation processes appear to be insufficient in restricting the spread of pro-e-cigarette content on TikTok, putting predominantly young users at potential risk of e-cigarette use.

Funder

Western Australian Health Promotion Foundation, Healthway

Publisher

MDPI AG

Subject

Health, Toxicology and Mutagenesis,Public Health, Environmental and Occupational Health

Link

https://www.mdpi.com/1660-4601/20/10/5761/pdf

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