Promotion of tobacco and alcohol on social media: a mixed methods analysis

Abstract

Introduction and Objectives Promotion of tobacco and alcohol on the internet is banned in Sri Lanka by the NATA Act. However, it appears that tobacco and alcohol related content are rampant on various social media. This study aimed to describe the portrayal of tobacco and alcohol on Facebook and YouTube in 2019 and 2020. Methods YouTube Videos and Facebook posts were analysed by two independent researchers using a pre-defined data extraction sheet. One-minute interval method was used to analyse content regarding actual or implied use, paraphernalia, brand names, dialogue or text. A 16 member- panel provided qualitative interpretations of selected posts and videos. Results A total of 24 YouTube videos and 240 Facebook posts were studied within 2019 and 2020. On YouTube, within 39 oneminute intervals 69 tobacco scenes were reported while 166 alcohol scenes were reported within 87 one-minute intervals for both years. Within the 240 Facebook posts, tobacco content appeared 252 times and alcohol content appeared 204 times. Majority of tobacco content was actual or implied use while the majority of alcohol content focused on brand names or paraphernalia. The messages delivered on both platforms were interpreted as tobacco and alcohol being fun, normal, sophisticated and a part of modern lifestyle. Conclusion This study finds that social media is used as a vehicle to promote tobacco and alcohol among its users. Frequent and positive portrayal leads to creating norms. Such portrayal is not only a violation of the current legal restrictions, but also creates a harmful environment for young people who engage with social media.