Characterizing the Objective Features of Vaping Prevention Video Ads: A Content Analysis
Bonjoo Gu1, Sarah D Kowitt2, Youjin Jang3
1Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina.
American Journal of Preventive Medicine
|December 13, 2025
Summary
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.
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.
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