YouTube: A Promotional Vehicle for Little Cigars and Cigarillos?
Wednesday, November 7, 2012
Posted by: Natalia Gromov
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.