Jo Cranwell|Rachael L Murray|Sarah Lewis|Jo Leonardi?Bee|Martin Dockrell|John Britton
Adolescents’ exposure to tobacco and alcohol content in YouTube music videos
UK Centre for Tobacco & Alcohol Studies|University of Nottingham|UK Centre for Tobacco & Alcohol Studies|University of Nottingham|UK Centre for Tobacco & Alcohol Studies|University of Nottingham|UK Centre for Tobacco & Alcohol Studies|University of Nottingham|Public Health England|UK Centre for Tobacco & Alcohol Studies|University of Nottingham
quantify tobacco alcohol content including branding popular contemporary youtube music videos measure adolescent exposure contenttensecond interval content analysis alcohol tobacco electronic cigarette imagery uk top 40 youtube music videos 12week period 201314 online national survey adolescent viewing 32 popular highcontent videosgreat britaina total 2068 adolescents aged 1118 years completed online surveyoccurrence alcohol tobacco electronic cigarette use implied use paraphernalia branding music videos proportions estimated numbers adolescents watched sampled videosalcohol imagery appeared 45 95 confidence interval ci 3351 videos tobacco 22 95 ci 1327 electronic cigarettes 2 95 ci 04 alcohol branding appeared 7 95 ci 211 videos tobacco branding 4 95 ci 07 electronic cigarettes 1 95 ci 03 frequently observed alcohol tobacco electronic cigarette brands respectively absolut tune marlboro elites least one 32 popular music videos containing alcohol tobacco content seen 81 95 ci 79 83 adolescents surveyed 87 95 ci 85 89 rewatched least one video average number videos seen 71 95 ci 68 74 girls likely watch also rewatch videos boys p 0001popular youtube music videos watched large number british adolescents particularly girls include significant tobacco alcohol content including branding