A new study from The University of Texas MD Anderson Cancer Center reveals significant disparities in Americans’ exposure to tobacco content on streaming platforms. The research, published in JAMA Network Open, found that race, ethnicity, and socioeconomic status play a role in who encounters tobacco promotion on these services.
The nationally representative survey showed that an estimated 12.4% of American adults were exposed to tobacco promotion on streaming platforms. However, exposure rates were markedly higher among certain groups. Black/African American respondents had the highest exposure rate at 19.4%, followed by Hispanic respondents at 16.4%. Those with lower education levels and income also saw higher rates of exposure.
Lead author Sanjay Shete, Ph.D., professor of Biostatistics and Epidemiology, emphasized the potential impact of such exposure: “When viewers see a character smoking, vaping or using tobacco in any form, it can reduce the stigma associated with these behaviors.”
The study raises concerns about tobacco companies potentially targeting vulnerable populations through streaming content, circumventing existing advertising restrictions. While cigarette ads have been banned on traditional TV and radio since the 1970s, these regulations don’t cover tobacco portrayals in streaming content.
Shete stressed the importance of considering regulations for streaming platforms, stating, “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.”
The findings highlight the need for further research and potential policy interventions to address these racial and ethnic disparities in tobacco exposure through popular media.
See: “Research suggests Americans face disparities in exposure to tobacco on streaming platforms” (August 22, 2024)
