An Evaluation of a Youth Collaborative Approach to Addressing Nicotine and Tobacco Misinformation on Social Media

The MYTH (Misinformation-identifying Youth in Tobacco and Health) Youth Collaborative engages adolescents (ages 13-17) as partners in addressing nicotine and tobacco product (NTP) misinformation on social media through a Youth Participatory Action Research (YPAR) approach. Recognizing youth's unique social media expertise and the growing influence of online NTP marketing, MYTH aims to build critical media literacy skills and empower youth as health advocates. This practice note evaluates participants' experience in MYTH using a mixed-methods approach, combining surveys and a focus group discussion (FGD). Surveys assessed experiences, challenges, and suggestions, analyzed descriptively; the FGD explored in-depth perspectives thematically. Lessons learned highlight the power of participatory learning to shift youth perceptions on NTP misinformation, the importance of an inclusive program environment and consistent logistics for engagement, and opportunities to integrate broader youth development. In conclusion, YPAR initiatives like MYTH offer a promising strategy to empower youth in countering health misinformation and shaping youth-centered public health interventions.