Article Text

other Versions

PDF
Portrayal of tobacco in Mongolian language YouTube videos: policy gaps
  1. Feng-Jen Tsai,
  2. Bolor Sainbayar
  1. Master Program in Global Health and Development, College of Public Health and Nutrition, Taipei Medical University, Taipei, Taiwan
  1. Correspondence to Professor Feng-Jen Tsai, Master Program in Global Health and Development, College of Public Health and Nutrition, Taipei Medical University, 250 Wu-Hsing Street, Taipei City 110, Taiwan; jeanfjtsai{at}tmu.edu.tw

Abstract

Objectives This study examined how effectively current policy measures control depictions of tobacco in Mongolian language YouTube videos.

Methods A search of YouTube videos using the Mongolian term for ‘tobacco’, and employing ‘relevance’ and ‘view count’ criteria, resulted in a total sample of 120 videos, from which 38 unique videos were coded and analysed.

Results Most videos were antismoking public service announcements; however, analyses of viewing patterns showed that pro-smoking videos accounted for about two-thirds of all views. Pro-smoking videos were also perceived more positively and had a like:dislike ratio of 4.6 compared with 3.5 and 1.5, respectively, for the magic trick and antismoking videos. Although Mongolia prohibits tobacco advertising, 3 of the pro-smoking videos were made by a tobacco company; additionally, 1 pro-smoking video promoted electronic cigarettes.

Conclusions Given the popularity of Mongolian YouTube videos that promote smoking, policy changes are urgently required to control this medium, and more effectively protect youth and young adults from insidious tobacco marketing.

  • Low/Middle income country
  • Global health
  • Litigation

Statistics from Altmetric.com

Request permissions

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.