Content of relevant videos on YouTube analysed (see Methods for classification system)
| Search term | Videos analysed, N | Pro-tobacco content, % | Anti-tobacco content, % | Other,* % | Brand content in video, % | Brand name in video title, % | Smoking content in video, % |
| Marlboro | 40 | 47.5 | 2.5 | 50.0 | 47.5 | 97.5 | 55.0 |
| Winston cigarettes | 40 | 87.5 | 10.0 | 2.5 | 85.0 | 70.0 | 82.5 |
| Mild Seven | 24 | 71.0 | 0.0 | 29.0 | 71.0 | 33.3 | 4.2 |
| Benson and Hedges | 40 | 65.0 | 2.5 | 32.5 | 65.0 | 57.5 | 17.9 |
| L&M cigarettes | 19 | 100.0 | 0.0 | 0.0 | 100.0 | 94.7 | 94.4 |
| Total | 163 | 71.2 (95% CI 63.9 to 77.7) | 3.7 (95% CI 1.5 to 7.5) | 25.2 (95% CI 18.9 to 32.2) | 70.6 (95% CI 63.2 to 77.2) | 71.2 (95% CI 63.9 to 77.7) | 50.9 (95% CI 43.3 to 58.6) |
↵* Complex, unclear and neutral tobacco messages were collated into the category ‘other’.