A study found that tobacco exposure on streaming platforms is highest among certain racial, ethnic, and socioeconomic groups.
RT’s Three Key Takeaways:
- Widespread Tobacco Exposure: The study found that approximately 12.4% of American adults are exposed to tobacco promotions on streaming services, with higher exposure rates among Black/African American individuals, those with lower education levels, and current smokers.
- Targeting Vulnerable Populations: The research highlights that tobacco content on streaming platforms disproportionately affects vulnerable groups, including those with lower socioeconomic status and certain racial and ethnic minorities, raising concerns about the influence of these portrayals on public health.
- Regulatory Gaps: Despite the longstanding ban on cigarette advertisements on traditional media, this study underscores a regulatory gap, as portrayals of tobacco use in streaming content remain unregulated, potentially allowing tobacco companies to subtly influence viewers, particularly in underrepresented communities.
Tens of millions of Americans are being exposed to tobacco content on streaming services, according to new research from The University of Texas MD Anderson Cancer Center, which found that the odds of encountering tobacco products being advertised, marketed, or promoted on these platforms increased based on race, ethnicity, socioeconomic status, and smoking habits.
The nationally representative study, published in JAMA Network, revealed an estimated 12.4% of American adults were exposed to tobacco promotion on streaming services. Exposure was highest among those with a high school education or less (16.4%), Black/African American respondents (19.4%), Hispanic respondents (16.4%), those with an annual household income less than $20,000 (17.6%), and current smokers (17%).
“When viewers see a character smoking, vaping, or using tobacco in any form, it can reduce the stigma associated with these behaviors,” says lead author Sanjay Shete, PhD, professor of biostatistics and epidemiology, in a release. “If a hero or main character smokes, it can subconsciously signal that it’s acceptable, leading some, including America’s youth, to take the first step on the path to smoking.”
Study on Digital Exposure
The respondents, chosen from the National Cancer Institute’s Health Information National Trends Survey (conducted from March 7 to Nov 8, 2022) were asked if they had noticed or heard any tobacco products being advertised, marketed, or promoted on television or streaming platforms (including Netflix and Hulu) over a three-month period. Over 90% of survey participants responded to this question.
The World Health Organization recommends a complete ban on all forms of tobacco advertising and promotion. While cigarette advertisements on traditional television and radio have been banned in the United States since the 1970s, these regulations do not extend to portrayals of tobacco in modern streaming content. Shete notes concerns that this gap may allow tobacco companies to subtly target and influence vulnerable populations while circumventing existing restrictions.
“As these popular platforms continue to dominate the entertainment space, it becomes increasingly important to consider regulations for this content, especially given the potential for exploitation,” Shete says in a release. “These types of public health interventions can contribute to a healthier and more equitable society by preventing individuals from engaging in behaviors that can increase their risk of cancer and other diseases.”
Limitations of the study include low-response bias associated with population-based surveys, lack of data on the duration of exposure to the tobacco content, the subjective nature of the questionnaire, and not including Americans younger than 18.
Given that streaming platforms use limited ads and prohibit tobacco advisements, most reported exposures are likely due to tobacco use depictions in shows and movies. This type of promotion is difficult to regulate, as it is unclear whether tobacco companies fund such depictions or if they constitute artistic choices made by content creators.
The research was funded by the National Cancer Institute, the Betty B. Marcus Chair in Cancer Prevention, and the Duncan Family Institute for Cancer Prevention and Risk Assessment.
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