Public Response to a Social Media Tobacco Prevention Campaign: Content Analysis

Public Perceptions and Discussions of the US Food and Drug Administration's JUUL Ban Policy on Twitter: Observational Study

BACKGROUND

On June 23, 2022, the US Food and Drug Administration announced a JUUL ban policy, to ban all vaping and electronic cigarette products sold by Juul Labs.

OBJECTIVE

This study aims to understand public perceptions and discussions of this policy using Twitter (subsequently rebranded as X) data.

METHODS

Using the Twitter streaming application programming interface, 17,007 tweets potentially related to the JUUL ban policy were collected between June 22, 2022, and July 25, 2022. Based on 2600 hand-coded tweets, a deep learning model (RoBERTa) was trained to classify all tweets into propolicy, antipolicy, neutral, and irrelevant categories. A deep learning model (M3 model) was used to estimate basic demographics (such as age and gender) of Twitter users. Furthermore, major topics were identified using latent Dirichlet allocation modeling. A logistic regression model was used to examine the association of different Twitter users with their attitudes toward the policy.

RESULTS

Among 10,480 tweets related to the JUUL ban policy, there were similar proportions of propolicy and antipolicy tweets (n=2777, 26.5% vs n=2666, 25.44%). Major propolicy topics included "JUUL causes youth addition," "market surge of JUUL," and "health effects of JUUL." In contrast, major antipolicy topics included "cigarette should be banned instead of JUUL," "against the irrational policy," and "emotional catharsis." Twitter users older than 29 years were more likely to be propolicy (have a positive attitude toward the JUUL ban policy) than those younger than 29 years.

CONCLUSIONS

Our study showed that the public showed different responses to the JUUL ban policy, which varies depending on the demographic characteristics of Twitter users. Our findings could provide valuable information to the Food and Drug Administration for future electronic cigarette and other tobacco product regulations.

Valence of YouTube Comments and College Student Reactions Towards Electronic Nicotine Product Counter-Marketing Messages

Advertisements promoting and discouraging electronic nicotine products (ENPs) are widespread on social media. User interaction is a hallmark feature of social media sites. This study examined how user-comment valence (i.e. positive versus negative comments) influences attitudes toward counter-marketing ads, and determinants of ENP abstinence according to the theory of planned behavior (TPB). College students were randomly assigned to one of three conditions, a positive comment condition (n = 121), in which they were shown a YouTube comment section with eight positive comments and two negative comments; a negative comment condition (n = 126), in which they were shown a YouTube comment section with eight negative and two positive comments; and a control condition (n = 128). Then, all groups were shown a YouTube video advocating for ENP abstinence and completed measures about their attitudes toward the ad (Aad), attitudes toward ENP abstinence, injunctive and descriptive norms about ENP abstinence, perceived behavioral control (PBC) toward ENP abstinence, and intention to abstain from ENPs. Results indicated that exposure to negative comments yielded significantly less favorable Aad when compared to the positive condition, but no difference in Aad was observed between the negative and control conditions, or between the positive and control conditions. Further, there were no differences for any determinants of ENP abstinence. Additionally, Aad mediated the effects of negative comments on attitudes toward ENP abstinence, injunctive norms and descriptive norms about ENP abstinence, and behavioral intention. Findings indicate that negative user comments depress attitudes toward counter-persuasion ads targeting ENP use.

Characteristics Associated with Young Adults' Intentions to Engage with Anti-Vaping Instagram Posts

The purpose of this study was to identify behavioral and sociodemographic factors associated with intentions to engage with anti-vaping Instagram posts among a young adult population. This study proposes the following research questions: (1) Does e-cigarette use status influence intentions to engage with anti-vaping Instagram posts?, and (2) How are e-cigarette use and social media use associated? We recruited a convenience sample of young adults (N = 459; aged 18-30 years) in July of 2022 into an online experimental study from Prolific. Participants saw five image-based Instagram posts about the health harms of using e-cigarettes. Participants were then asked about their intentions to engage ("Comment on", "Reshare", "DM/Send this to a friend", "Like", and/or "Take a screenshot of") with the posts. We used logistic regression to run adjusted models for each engagement outcome, which included fixed effects for sociodemographics, tobacco use, and social media/internet use. For the sum of the engagement outcome, we used Poisson regression. Total number of social media sites used was associated with intentions to "Like" the posts (p = 0.025) and the overall engagement score (p = 0.019), respectively. Daily internet use was associated with intentions to "Comment on" (p = 0.016) and "Like" (p = 0.019) the posts. Young adults who reported past 30-day e-cigarette use had higher odds of using Twitter (p = 0.013) and TikTok (p < 0.001), and a higher total number of social media sites used (p = 0.046), compared to young adults who reported never use e-cigarettes. The initial evidence from our exploratory research using a convenience sample suggests that social media campaigns about the harms of e-cigarette use may be an effective way to engage younger audiences, a generation that frequents social media. Efforts to disseminate social media campaigns should consider launching on multiple platforms, such as Twitter and TikTok, and consider e-cigarette use status when posting.

Facebook and drug driving: Does online sharing work against road safety countermeasures?

INTRODUCTION

Enhancements to technology have transformed several aspects of road safety, communication, and connectivity. At the intersection of these, scholars have begun to speculate whether certain aspects of technology may provide motorists ways to engage in illegal and dangerous driving behaviors without consequences. Police traffic operations such as Roadside Drug Testing are intended to occur "anywhere, anytime" to communicate to motorists that they should not risk offending. A potential challenge for road safety is the emergence of Facebook police location pages and groups, where users can share the locations of police operations.

METHOD

In this study, the authors examined two Facebook police location groups and three pages from Queensland (Australia) and conducted a content analysis of posts related to Roadside Drug Testing operations and a thematic analysis of comments on these posts. A total of 282 posts related to Roadside Drug Testing were identified between February and April 2021, with 1,823 comments made.

RESULTS

The findings suggest that some users: (a) had lived experiences of avoiding punishment for drug driving; (b) remain unaware of how long to wait between drug consumption and driving; (c) perceived Roadside Drug Testing operations to be for the purpose of revenue raising; and (d) changed their driving behavior upon seeing an operation.

CONCLUSIONS

These findings suggest consideration is needed regarding the responsibility of both Facebook, and the government, in allowing groups and pages to exist that undermine law enforcement.

PRACTICAL APPLICATIONS

Regarding practice, the comments suggest that greater education is needed regarding "safe" times to drive after drug taking.

Tobacco and cannabis use advertisements targeting adolescents and young adults on Snapchat in 2019

Social media platforms offer opportunities for targeted health communication ads to improve tobacco and cannabis prevention efforts. This study described tobacco and cannabis-related ads targeted towards adolescents and young adults on Snapchat. Data comprised of publicly available tobacco (n = 70) and cannabis-related (n = 64) ads from Snapchat in 2019. Identified themes included: Health consequences (Health effects of tobacco or cannabis use), Financial & legal consequences (Adverse financial or legal implications of substance use), Quitting (Resources for cessation), Industry tactics(Tobacco industry misleads individuals), Policy advocacy (Cannabis law reforms or legalization). Ad performance metrics included average Ad Impressions (number of views per ad) and Ad Spend (cost per ad). Ads were also categorized by Sponsoring Organizations (Government or Advocacy organizations). Health Consequences was the predominant theme followed by Quitting among tobacco-related ads. Government organizations sponsored most tobacco-related ads. Tobacco-related ads targeting adolescents received mean = 4,122,071 impressions and cost mean = $10,385.6 per ad. Tobacco-related ads targeting young adults received mean = 2,151,217 impressions and cost mean = $5,382.1 per ad. Health Consequences was a predominant theme among cannabis-related ads followed by Policy Advocacy. Advocacy organizations sponsored most cannabis-related ads targeting young adults. Cannabis-related ads targeting adolescents received mean = 415,293.8 impressions and cost mean=$793.92 per ad. Cannabis-related ads targeting young adults received mean = 293,267.7 impressions, and cost mean = $740.58. Government and advocacy organization sponsored ads reached millions of adolescents and young adults on Snapchat. Prevention campaigns may consider these number of impressions and cost per ad by theme when designing platform specific ads in the future.

Reactions on Twitter towards Australia's proposed import restriction on nicotine vaping products: a thematic analysis

OBJECTIVE

In June 2020, the Australian Government announced that personal importation of nicotine vaping products (NVP) would be prohibited, pending a 12-month classification and regulation review by the Therapeutic Goods Administration. This brief report examines the themes of responses on Twitter to this announcement.

METHODS

Simple random sampling was used to retrieve tweets containing keywords from 19 to 26 June 2020. Tweets were manually coded and descriptive statistics calculated for themes and policy position.

RESULTS

The vast majority of the 1,168 tweets were anti-policy. Themes included: criticism towards government (59.8%), activism against NVP restriction (38%), potential adverse consequences (30.8%) and support for NVP restriction (1.4%). Tweets that identified potential adverse consequences of NVP restriction cited: smoking relapse for individuals currently using NVPs (75.6%); the impact of policy enforcement (8.6%); illicit market (8.3%); panic buying (3.6%); difficulty obtaining prescriptions (2.8%); and impacts on NVP businesses (2.8%).

CONCLUSION

Tweets predominately objected to the policy announcement. Approximately three-quarters of tweets that cited potential adverse consequences of the policy mentioned smoking relapse as their primary concern. Implications for public health: User-generated content on Twitter was primarily used to lobby against the proposed policy, which was subsequently amended.

Addressing cigarette smoking cessation treatment challenges during the COVID-19 pandemic with social media

This commentary reviews barriers to smoking cessation during the COVID-19 pandemic and the potential of social media-based smoking cessation programs. Several published randomized controlled trials are summarized and future directions for designing and evaluating social media-based smoking cessation programs are described.