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Tob Control. 2016 Jul;25(4):480-2. doi: 10.1136/tobaccocontrol-2014-052032. Epub 2015 May 22.

Portrayal of tobacco in Mongolian language YouTube videos: policy gaps.

Author information

1
Master Program in Global Health and Development, College of Public Health and Nutrition, Taipei Medical University, Taipei, Taiwan.

Abstract

OBJECTIVES:

This study examined how effectively current policy measures control depictions of tobacco in Mongolian language YouTube videos.

METHODS:

A search of YouTube videos using the Mongolian term for 'tobacco', and employing 'relevance' and 'view count' criteria, resulted in a total sample of 120 videos, from which 38 unique videos were coded and analysed.

RESULTS:

Most videos were antismoking public service announcements; however, analyses of viewing patterns showed that pro-smoking videos accounted for about two-thirds of all views. Pro-smoking videos were also perceived more positively and had a like:dislike ratio of 4.6 compared with 3.5 and 1.5, respectively, for the magic trick and antismoking videos. Although Mongolia prohibits tobacco advertising, 3 of the pro-smoking videos were made by a tobacco company; additionally, 1 pro-smoking video promoted electronic cigarettes.

CONCLUSIONS:

Given the popularity of Mongolian YouTube videos that promote smoking, policy changes are urgently required to control this medium, and more effectively protect youth and young adults from insidious tobacco marketing.

KEYWORDS:

Global health; Litigation; Low/Middle income country

[Indexed for MEDLINE]

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