Counteracting the Influence of Adolescent Peer Smoking on YouTube

Counteracting the Influence of Adolescent Peer Smoking on YouTube

New Survey Conducted by SSRS for the Annenberg Public Policy Center at Penn

Cigarette advertising and marketing have been restricted since the 1960s – first through a tobacco-industry code, and then by federal laws, and agreements between the tobacco industry and the states. But the growing use of digital media, especially among young people, raises questions about whether those advances are being undercut by user-generated videos promoting cigarettes on largely unregulated internet sites such as YouTube.

A new study finds that it is possible to counteract such pro-tobacco YouTube videos by showing viewers a corrective message that describes the severity and scope of health risks associated with smoking.  The internet survey was administered by SSRS, and the research was supported by the National Cancer Institute of the National Institutes of Health (NIH) and FDA Center for Tobacco Products.