使用Instagram的品牌内容工具进行烟草,尼古丁和反营销促销
Linnea Laestadius1, Kelsey Van Hoorn2, Julia Vassey3
1Zilber College of Public Health, University of Wisconsin-Milwaukee, Milwaukee, Wisconsin, USA llaestad@uwm.edu.
Tobacco control
|December 30, 2023
概括
梅塔关于在Instagram上推广烟草的自我监管政策取得了有限的成功. 有品牌的帖子经常宣传烟草和尼古丁产品,特别是场地和活动,表明需要联邦监督.
科学领域:
- 公共卫生 公共卫生
- 社会媒体研究 社交媒体研究
- 控制烟草的控制方式
背景情况:
- 梅塔在其平台上有反对推广烟草,蒸发器和电子烟的政策.
- 这项研究调查了Meta对品牌Instagram内容的自我监管政策的遵守情况.
研究的目的:
- 评估品牌Instagram帖子中烟草和尼古丁产品推广的程度.
- 评估Meta在控制此类内容方面的自我监管努力的有效性.
主要方法:
- 在2022年7月至2023年3月期间,分析了400个品牌/付费合作伙伴的Instagram帖子,其中提到烟草/尼古丁术语.
- 通过Meta的CrowdTangle工具收集的数据,重点关注英语帖子.
主要成果:
- 84.3%的活跃品牌帖子宣传烟草/尼古丁产品,而15.7%则反对.
- 最受推广的产品包括水,ENDS (电子尼古丁输送系统) 设备/配件和雪茄.
- 总部位于美国的帖子占促销内容的42.6%,其次是印度尼西亚,巴基斯坦和印度.
结论:
- 梅塔通过Instagram上的付费合作伙伴关系对烟草推广的自我监管在很大程度上没有成功.
- 广告内容的很大一部分涉及使用烟草/尼古丁的场地和活动.
- 需要联邦监督和增加对社交媒体平台的反营销努力.
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