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YouTube New Venue for Tobacco Advertising Directed at Youth
Even though tobacco companies have denied advertising on the Internet, researchers searched through the first 20 pages of video clips on YouTube containing any reference to five tobacco brands.
The five brands are Marlboro and L and M, marketed by Philip Morris; Benson and Hedges, marketed by both British American Tobacco and Gallagher; and Winston and Mild Seven, marketed by Japan Tobacco and Reynolds.
The authors analysed 163 relevant clips in all, over 20 of which appeared to be "very professionally made", they said.
The clips included the 40 most viewed for Marlboro, Winston cigarettes, and Benson and Hedges; 24 English language videos for Mild Seven; and 19 for L and M cigarettes.
Those videos associated with Marlboro were the most heavily viewed, totting up an average of almost 104,000 views each, with one attracting 2 million views alone.
Almost three quarters of the content found (71 percent) was classified as "pro-tobacco", with less than 4 percent classified as "anti-tobacco".
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