Connecting world youth with tobacco brands YouTube and the Internet policy vacuum on Web 2.0
Connecting world youth with tobacco brands YouTube and the Internet policy vacuum on Web 2.0
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DOI：
10.1136/tc.2010.035949
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发表时间：
2010-10-01
期刊：
影响因子：
5.2
通讯作者：
Wilson, Nick
中科院分区：
文献类型：
--
作者：
Elkin, Lucy;Thomson, George;Wilson, Nick
背景互联网是烟草营销的理想平台，因为它在很大程度上是不受监管的，而且没有全球管理机构来控制内容，但烟草公司拒绝在互联网上投放广告目的评估Web 2.0域名You Tube上提供的包含烟草品牌图像或词语的英文视频的范围和性质方法作者使用全球5个领先的非中文香烟品牌进行You Tube搜索，对每次搜索返回的最受欢迎的40个视频的主题和内容进行分析总共163个视频结果分析了163个与烟草品牌相关的视频(712%95%CI 63 9到77 7)有支持烟草的内容，而少数(37%)有反对烟草的内容(95%CI 1 4至7.8)大多数这些视频包含烟草品牌内容(70.6%)标题中的品牌名称(712%)或吸烟图像内容(509%)一段支持吸烟的音乐视频的浏览量超过200万次视频中最突出的四个主题是名人/电影、体育音乐和档案，前三个主题代表了青少年观众感兴趣的主题结论专业烟草视频在You Tube上的存在与烟草公司或由于You Tube的内容如果被发现违反版权或含有攻击性材料，可能会被删除，因此公众和卫生组织有空间要求删除含有版权或攻击性材料的亲烟草内容政府还应考虑在互联网上实施烟草控制框架公约要求，以进一步减少此类亲烟草内容
Background The Internet is an ideal forum for tobacco marketing as it is largely unregulated and there is no global governing body for controlling content Nevertheless tobacco companies deny advertising on the InternetObjective To assess the extent and nature of English language videos available on the Web 2 0 domain You Tube that contain tobacco brand images or wordsMethods The authors conducted a You Tube search using five leading non Chinese cigarette brands worldwide The themes and content of up to 40 of the most viewed videos returned for each search were analysed a total of 163 videosResults A majority of the 163 tobacco brand related videos analysed (71 2% 95% CI 63 9 to 77 7) had pro tobacco content versus a small minority (37%) having anti tobacco content (95% CI 1 4 to 7 8) Most of these videos contained tobacco brand content (70 6%) the brand name in the title (71 2%) or smoking imagery content (50 9%) One pro smoking music video had been viewed over 2 million times The four most prominent themes of the videos were celebrity/movies sports music and archive the first three of which represent themes of interest to a youth audienceConclusions Pro tobacco videos have a significant presence on You Tube consistent with indirect marketing activity by tobacco companies or their proxies Since content may be removed from You Tube if it is found to breach copyright or if it contains offensive material there is scope for the public and health organisations to request the removal of pro tobacco content containing copyright or offensive material Governments should also consider implementing Framework Convention on Tobacco Control requirements on the Internet to further reduce such pro tobacco content