Quantifying and characterising tobacco content in the most in-demand streamed series in 10 low/middle-income countries in 2019.
Advertising and Promotion
Disparities
Low/Middle income country
Media
Smoking Caused Disease
Journal
Tobacco control
ISSN: 1468-3318
Titre abrégé: Tob Control
Pays: England
ID NLM: 9209612
Informations de publication
Date de publication:
24 Jun 2022
24 Jun 2022
Historique:
received:
17
01
2022
accepted:
31
05
2022
entrez:
24
6
2022
pubmed:
25
6
2022
medline:
25
6
2022
Statut:
aheadofprint
Résumé
In line with the Framework Convention for Tobacco Control (FCTC) Article 13, the advertising and promotion of tobacco products is increasingly restricted. However, popular media continues to pose an exposure risk to youth populations (aged 13-18 years), including in low/middle-income countries (LMICs). This study presents a novel method to record the prevalence of tobacco depictions in streamed media content and the characterisation of that content. Evaluate the frequency and characterisation of tobacco depictions in streamed content in LMICs. Presence of tobacco depictions was evaluated in the four most in-demand series across 10 LMICs for the year 2019; this list included series that were released from 2017 onwards (2017-2019). Each character identified using tobacco was coded against 13 characterisation variables that recorded key demographic information as well as contextual information. The majority of series (72%, 13 of 18) analysed contained at least one depiction of tobacco use. 38% of tobacco depictions (359 of 941) occurred in content deemed suitable for audiences aged 15 years and up. 113 characters were depicted using tobacco across 38 episodes. 'Star' actors, featuring in opening credits with active profiles on the Internet Movie Database, accounted for 73% of tobacco-using characters (83 of 113). 5% of characters depicted using tobacco (6 of 113) were coded as minors (under 18 years). The continued prevalence of positively characterised tobacco content in youth-focused streamed content that is in high demand in LMICs poses a risk as a driver of smoking uptake in youth populations. There is an urgent need to better enforce tobacco advertising, promotion and sponsorship legislation in LMICs, and to update WHO FCTC guidance in line with rapidly evolving media platforms and content that is available internationally.
Sections du résumé
BACKGROUND
BACKGROUND
In line with the Framework Convention for Tobacco Control (FCTC) Article 13, the advertising and promotion of tobacco products is increasingly restricted. However, popular media continues to pose an exposure risk to youth populations (aged 13-18 years), including in low/middle-income countries (LMICs). This study presents a novel method to record the prevalence of tobacco depictions in streamed media content and the characterisation of that content.
OBJECTIVES
OBJECTIVE
Evaluate the frequency and characterisation of tobacco depictions in streamed content in LMICs.
METHODS
METHODS
Presence of tobacco depictions was evaluated in the four most in-demand series across 10 LMICs for the year 2019; this list included series that were released from 2017 onwards (2017-2019). Each character identified using tobacco was coded against 13 characterisation variables that recorded key demographic information as well as contextual information.
RESULTS
RESULTS
The majority of series (72%, 13 of 18) analysed contained at least one depiction of tobacco use. 38% of tobacco depictions (359 of 941) occurred in content deemed suitable for audiences aged 15 years and up. 113 characters were depicted using tobacco across 38 episodes. 'Star' actors, featuring in opening credits with active profiles on the Internet Movie Database, accounted for 73% of tobacco-using characters (83 of 113). 5% of characters depicted using tobacco (6 of 113) were coded as minors (under 18 years).
CONCLUSION
CONCLUSIONS
The continued prevalence of positively characterised tobacco content in youth-focused streamed content that is in high demand in LMICs poses a risk as a driver of smoking uptake in youth populations. There is an urgent need to better enforce tobacco advertising, promotion and sponsorship legislation in LMICs, and to update WHO FCTC guidance in line with rapidly evolving media platforms and content that is available internationally.
Identifiants
pubmed: 35750485
pii: tobaccocontrol-2022-057278
doi: 10.1136/tobaccocontrol-2022-057278
pii:
doi:
Types de publication
Journal Article
Langues
eng
Sous-ensembles de citation
IM
Informations de copyright
© Author(s) (or their employer(s)) 2022. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.
Déclaration de conflit d'intérêts
Competing interests: None declared.