Table 2 Topics covered in e-cigarette videos on YouTube
“pro” | “anti” | “neutral” | ||||
|---|---|---|---|---|---|---|
(n = 185) | (n = 3) | (n = 8) | ||||
# | % | # | % | # | % | |
Promotional content | ||||||
Like real cigarettes | 80 | 43.2 | 3 | 100.0 | 7 | 87.5 |
Healthier than smoking | 132 | 71.4 | 0 | 0.0 | 8 | 100.0 |
Help quit smoking | 52 | 28.1 | 0 | 0.0 | 4 | 50.0 |
Environmentally friendly | 62 | 33.5 | 0 | 0.0 | 2 | 25.0 |
Use it anywhere | 74 | 40.0 | 0 | 0.0 | 4 | 50.0 |
Web links for purchase | 156 | 84.3 | 0 | 0.0 | 2 | 25.0 |
Coupon code | 9 | 4.9 | 0 | 0.0 | 0 | 0.0 |
Multiple flavors | 80 | 43.2 | 0 | 0.0 | 0 | 0.0 |
Save money | 16 | 8.6 | 0 | 0.0 | 1 | 12.5 |
Use demonstration | 138 | 74.6 | 0 | 0.0 | 3 | 37.5 |
Free trial | 6 | 3.2 | 0 | 0.0 | 0 | 0.0 |
Brand mention | 133 | 71.9 | 0 | 0.0 | 3 | 37.5 |
Warning content | ||||||
Health risks | 3 | 1.6 | 3 | 100.0 | 2 | 25.0 |
FDA regulation | 5 | 3.0 | 1 | 33.3 | 6 | 75.0 |
Unproven efficacy for quitting | 1 | 0.5 | 0 | 0.0 | 0 | 0.0 |