After analyzing 29 studies that have been published, researchers have found that individuals who have viewed social media content related to tobacco are more than twice as likely to use tobacco as those who have never viewed such content.
In other words, individuals who have been exposed to these materials previously had not used tobacco, but are more likely to start smoking in the future.
The study was published on July 11th in the Journal of the American Medical Association Pediatrics. It analyzed survey data from over 139,000 participants across various studies, age ranges, countries, social media platforms, and content.
The lead author and senior research assistant at the Keck School of Medicine at the University of Southern California, Scott Donelson, stated that they had posted a network on social media and summarized the relationship between social media exposure and tobacco use.
This discovery comes as the use of electronic cigarettes reaches a historic high and manufacturers are facing a federal ban.
According to Jon-Patrick Allem, an assistant professor of research in Keck School of Medicine's Department of Population and Public Health, the surge in social media has provided tobacco companies with new avenues to promote their products, particularly to young people and adolescents.
It is particularly important to note that those who have never used tobacco before are more susceptible to its influence. This suggests that exposure to tobacco-related content may pique interest and potentially lead non-smokers to transition into smokers," stated Allem in the press release.
He added that we hope decision-makers and other stakeholders can use our research as a basis for their decisions and actions.
The study involved participants from various regions in the United States, India, Australia, and Indonesia. Individuals aged between 10 to 19 accounted for 72% of the participants, while young adults and adults made up 15% and 13%, respectively.
Whether actively engaging by liking, posting, sharing, commenting, and searching for content, or passively participating by simply scrolling through content, it is all related to smoking behavior. People who come into contact with tobacco content across multiple platforms are at a higher risk of smoking than those who only see tobacco content on one platform.
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