Tens of millions of Americans are being exposed to tobacco content on streaming services, according to new research from The University of Texas MD Anderson Cancer Center. The researchers found that the odds of encountering tobacco products being advertised, marketed or promoted on these platforms increased based on race, ethnicity, socioeconomic status and smoking habits. The nationally representative study, published in JAMA Network Open , revealed an estimated 12.
4% of American adults were exposed to tobacco promotion on streaming services . Exposure was highest among those with a high school education or less (16.4%), Black/African American respondents (19.
4%), Hispanic respondents (16.4%), those with an annual household income less than $20,000 (17.6%), and current smokers (17%).
"When viewers see a character smoking, vaping or using tobacco in any form, it can reduce the stigma associated with these behaviors," said lead author Sanjay Shete, Ph.D., professor of Biostatistics and Epidemiology.
"If a hero or main character smokes, it can subconsciously signal that it's acceptable, leading some, including America's youth, to take the first step on the path to smoking." The respondents, chosen from the National Cancer Institute's Health Information National Trends Survey (conducted March 7–November 8, 2022) were asked if they had noticed or heard any tobacco products being advertised, marketed or promoted on television or streaming platforms (including Netflix and Hulu) o.