A Content Material Evaluation Of Vaping Ads On Twitter, November 2023

615, 53%), originated from sources apart from a vape shop or vaping-related handle; these sources included noncommercial individuals sharing coupons or deals online, product critiques, and business accounts that were not vaping-associated but occurred to be promoting a vape product (eg, chargers, instances, different accessories). Third, a comprehensive examination of the content material contained within the external links would have added to the general understanding of how vaping is being advertised on-line, but that degree of analysis was outside the scope of our research.

Links to different websites appeared in 411 (43%) of 966 tweets, and approximately 19% (186 of 966) of these hyperlinks didn’t work on the time of our evaluation. 966, 84%) of tweets contained links to websites. Many tweets in our pattern linked directly to web sites that offered the marketed product for purchase, Vape Shop and analysis shows that minors can easily purchase vaping products on-line (29). Thus, additional analysis is needed on how to scale back the exposure of younger folks to vaping promoting and easy methods to finest confirm that underage people cannot purchase such merchandise on-line.

Such an evaluation ought to doc whether or not the externally linked web sites use any age restrictions to stop viewing the web site or purchasing products on-line. We chose to focus on novel merchandise in our analysis because e-cigarettes had already been studied (11). To choose 4 Twitter handles, we searched our analyzed sample of vape retailer ads for Twitter handles that had a large number of followers and that marketed specific varieties of vaping-related merchandise, as decided by their Twitter handle profile.

Based on this preliminary examination, all tweets have been then coded for the next themes: 1) using coupons, worth reductions, free giveaways, or contests, 2) mentions of e-juice flavors, 3) mentions or displays of image(s) of colorful Vape Coils pen(s), or 4) mentions of utilizing Vape Disposables merchandise as a way to quit smoking or as a healthy alternative to smoking. Each tweet was coded by 2 crew members independently. The source (ie, sender) of the tweet was coded as a vape shop, a vaping-related handle other than a shop (ie, vaping-related time period in handle name or Twitter bio), or different non-vaping-related supply.

Two Twitter handle audiences had been disproportionately white (vaporizer and e-liquid) compared with the Twitter median common. One handle had a disproportionately high share of racial/ethnic minority followers. The Twitter account for the marijuana vaping product had a excessive share of black and Hispanic followers. Twitter chatter about marijuana. Compared with the Twitter median common, followers of the e-liquid and marijuana Vape Kits pen handles had been more more likely to be aged 20 to 24 and followers of the marijuana vape pen and e-cigar handles were more more likely to be aged 25 to 29.

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