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NAQC Newsroom: Research

YouTube: A Promotional Vehicle for Little Cigars and Cigarillos?

Wednesday, November 07, 2012  
Posted by: Natalia Gromov
Richardson A, Vallone DM. Tob Control. 2012 Oct 9. [Epub ahead of print]

This study examined the portrayal of little cigars/cigarillos (LCCs) on YouTube. Up to the top 20 search results were rated for being "pro” "anti” or "neutral” to the use of LCCs. Reach and viewer demographic statistics were also collected. Fifty-six videos were unique, eligible videos. The majority (n=43) were "pro” LCCs, 11 were "neutral” and only two were "anti” LCCs. Viewers of these videos were primarily males in the US and Canada. Common themes included where to purchase LCCs, the candy flavors available, how inexpensive LCCs are compared to cigarettes, and their "smooth” quality. The authors conclude that the majority of information about LCCs on YouTube promotes their use. They call for the continued monitoring of content about LCCs on YouTube, and development of appropriate health messages to counter pro-LCC content and to inform potential consumers of the harms associated with their use.

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