Another study compared typical usage patterns (eg, puff duration) between electronic and traditional cigarettes represented in YouTube videos, finding that e-cigarette users take longer puffs than conventional cigarette users, perhaps to compensate for low or unreliable levels of nicotine. However, the number of e-cigarette videos included in this study was small (n=9) and e-cigarette popularity has since increased rapidly. One 2009 study of smoking imagery on YouTube found that, of the most popular videos retrieved for cigarette-related keywords, e-cigarette videos represented approximately 8%, and these tended to include branding or claims about health benefits of e-cigarettes in comparison to cigarettes. Little is known about the extent and type of e-cigarette content on YouTube and the level of engagement with such content. Users can also easily interact with one another by subscribing to each other’s YouTube channels. YouTube is particularly suited for e-cigarette promotion and marketing because it allows subscribers to easily post content, including text, audio, and visual content, across several channels. E-cigarette users (or vapers) may use YouTube to share experiences and advice regarding e-cigarettes, to organize around e-cigarette advocacy, and to engage in affiliate marketing. E-cigarette companies and retailers may use YouTube to engage with customers and to disseminate largely unmonitored promotional messages. However, advertisers use indirect tactics such as affiliate marketing to circumvent that decision claims about the products’ health and safety profile and their role in smoking cessation may be commonplace on social networks despite the ruling. A 2010 US district court decision blocked e-cigarette manufacturers from marketing e-cigarettes as quit-smoking devices.
These products have raised controversy among the public health community some evidence indicates their harm-reduction potential while others argue they may sustain nicotine dependence without reliably supporting tobacco cessation. YouTube may also be an important medium for spreading information and promotional messages about electronic nicotine delivery systems (ENDS) or e-cigarettes, which have increased rapidly in popularity and are heavily marketed and promoted online.
Informational and promotional content available to consumers via social networks such as YouTube has the potential to shape how tobacco products are perceived and used, and thus has major public health implications. Videos related to electronic cigarettes and other alternative tobacco products (eg, little cigars, cigarillos, waterpipes, and smokeless tobacco) may portray these products in a particularly positive light.
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Prior studies have analyzed strategies of tobacco promotion on YouTube as well as public attitudes toward tobacco products, finding that pro tobacco messages are prevalent and easy accessible relative to antismoking messages.
While YouTube was intended for original, user-generated content, it also has become an important avenue for individuals and companies to reach wide audiences and market products, including tobacco products.
It provides a platform for individuals to upload, view, share, and respond to videos. YouTube is the third most visited site on the Internet with a large and growing youth presence.
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