New media and tobacco control.
1The University of Sydney, Australia. becky.freeman@sydney.edu.au
Tobacco Control
|February 21, 2012
Summary
The tobacco industry uses online platforms for product promotion, necessitating new regulations. Emerging media trends require updated strategies for effective tobacco control and limiting exposure to marketing.
Area of Science:
- Public Health
- Digital Marketing
- Media Studies
Background:
- The tobacco industry actively utilizes online platforms for product promotion.
- The rapid evolution of digital media presents challenges for tobacco control efforts.
- New media offers efficient channels for tobacco companies to counter denormalization strategies.
Purpose of the Study:
- To review tobacco industry online marketing practices.
- To examine potential regulatory models for online tobacco promotion.
- To discuss opportunities for using new media in tobacco control and propose future research.
Main Methods:
- Systematic review of published articles and grey literature.
- Searches conducted on PUBMED and Google Scholar databases.
- Keywords included "tobacco," "smoking," "new media," "online media," "social media," "internet media," "Web 2.0," "Facebook," "YouTube," and "Twitter."
Main Results:
- Evidence indicates tobacco promotion across various online media, with YouTube being a frequently studied platform.
- The dynamic nature of the media landscape poses an obstacle to effective tobacco marketing regulation.
- Online media provides the tobacco industry with a potent tool to counteract tobacco control messaging.
Conclusions:
- The increasing internet penetration and user-generated content on social media platforms necessitate novel approaches to regulate tobacco marketing.
- Fresh regulatory strategies are required to address the challenges posed by the digital shift in tobacco promotion.
- Further research is needed to explore effective new media strategies for tobacco control.
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