在TikTok上推广电子烟和监管考虑
Jonine Jancey1, Tama Leaver2, Katharina Wolf3
1Collaboration for Evidence, Research and Impact in Public Health, School of Population Health, Curtin University, Kent Street, Perth, WA 6102, Australia.
概括
TikTok大力推广电子烟,其政策未能制电子烟内容. 大多数视频都是积极的,达到数百万,许多违反平台规则,冒着青少年暴露的风险.
科学领域:
- 公共卫生 公共卫生
- 社交媒体研究 社交媒体研究
- 数字营销 数字营销 数字营销
背景情况:
- 在像TikTok这样的社交媒体平台上,电子烟的推广非常普遍.
- 现有的限制电子烟推广的平台政策似乎不足,执行不良.
- 了解TikTok上的电子烟内容的性质和范围对于公共卫生干预至关重要.
研究的目的:
- 分析TikTok上电子烟推广的方法.
- 评估当前TikTok政策在管理电子烟内容方面的有效性.
- 为了识别平台上的pro-vaping内容对年轻用户的潜在风险.
主要方法:
- 利用七个流行的基于标签的关键词来识别与电子烟相关的TikTok帐户和视频.
- 由两个训练有素的编码员独立编码264个选定的视频.
- 分析了视频内容,以描述电子烟和遵守TikTok的政策.
主要成果:
- 这264个视频获得了超过240万次浏览,166,000次点赞和3,400条评论.
- 绝大多数视频 (97.7%) 对电子烟呈现了积极的看法,吸引了98.7%的总观看率.
- 超过四分之一的帖子 (26.1%) 明显违反了TikTok的内容政策,表明执法不足.
结论:
- 在TikTok上,有大量的支持vaping的内容,经常积极地描绘电子烟.
- 目前的TikTok政策和适度不足以限制电子烟促销的传播.
- 这种内容的普及对年轻用户构成重大风险,可能会增加电子烟的普及率.
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