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This study analyzed objective features of 302 vaping prevention video ads targeting youth. Nicotine addiction and harmful chemicals were key themes, with live-action and music common. Findings aid future ad campaign development.

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Area of Science:

  • Public Health
  • Communication Studies
  • Behavioral Science

Background:

  • Youth and young adult vaping is a significant public health concern.
  • The Food and Drug Administration (FDA) and other organizations utilize video advertisements to combat youth vaping.
  • Limited research exists on the objective, codable features of these anti-vaping video ads.

Purpose of the Study:

  • To identify and describe the objective features of vaping prevention video advertisements.
  • To provide a foundational understanding for future research on effective ad elements.
  • To offer a practical resource for public health campaign developers.

Main Methods:

  • A content analysis was performed on 302 video ads released between 2015 and 2024.
  • Ads were selected based on criteria including focus on vaping prevention, target audience (youth/young adults), length (≤35 seconds), and language (English).
  • Twenty-nine codes were developed across five categories: message themes, structural features, tobacco product depictions, audience targeting, and other features. Data were analyzed in 2024.

Main Results:

  • Most ads originated from U.S. national organizations (49.3%) and U.S. state governments (43.7%).
  • The most common primary theme was nicotine addiction (34.4%), followed by harmful chemicals/metals (16.2%) and mental health (13.9%).
  • Ads predominantly featured live action (68.2%), visual effects (54.0%), background music (78.5%), and an acted-out format (57.3%), with vaping imagery present in 68.5% of ads. Few ads targeted specific racial/ethnic or LGBTQ+ communities.

Conclusions:

  • This content analysis provides essential groundwork for future research into which objective ad features most effectively impact vaping-related outcomes.
  • The findings serve as a practical guide for campaign developers in designing evidence-based anti-vaping advertisements.
  • Understanding objective ad features is crucial for optimizing public health messaging and interventions targeting youth vaping.