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Does the music video make your child’s Vape?

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A recent survey with my colleague and I found that the placement of e-cigarette products in music videos Associated with vaping between minors..

The 1998 Tobacco Master Settlement Agreement bans the placement of tobacco and chewing tobacco products on television, music videos and movies, but these restrictions do not apply to e-cigarettes.

My team For the past three years, I have been working to determine the overall range of e-cigarette product placement in music videos.We’ve also been working to determine if exposure to these videos is relevant Use of electronic cigarettes Among young adults.

A recent study found that participants exposed to e-cigarette product placements and images in music videos were more likely to have used e-cigarettes in the past month than non-exposed participants. understood.

Vaping Killed. Vapers Don’t Care.

From the early 1980s to the early 2000s, music videos were widespread on television and dominated the content of MTV and VH1. As these networks moved away from music video broadcasts to reality television broadcasts, music videos were no longer a cultural phenomenon.

However, when YouTube was created in 2005 Popularity exploded in 2010, The music video is back. Today, music videos by major recording artists have been viewed billions of times. Official pop star music video accounts, such as Justin Bieber’s account, have some of the largest number of subscriptions on YouTube.

According to a survey, young people watch videos repeatedly and recommend them to their friends. Platforms like YouTube facilitate short-term video sharing and continuous viewing.

The total amount of money spent on music video product placement is increasing, ranging from $ 15 million to $ 20 million annually. Previous research has shown that product placement in music videos, or identifiable brand appearance, can help increase brand awareness.

To see how popular this product placement is, my team first Billboard Hot 100 There were 180 official music videos on the list from June 16th to September 22nd, 2018. Next, we coded categories such as e-cigarette product placement and images, visible brand names, and views as of October 25, 2018.

Electronic cigarette product placement and images found Appeared in 7 music videos that have been watched over 1 billion times.. These videos provided the impression of billions of e-cigarettes.

The study identified two brands, Kandy Pens and Mig Vapor.For example, video DJ Khaled’s “No Brainer” It included several scenes of female models using Kandy Pens products. Khaled used a Kandy Pens device to spit out aerosol clouds at the camera.

<div class ="インライン-image__caption"><p>  Kandy Pens are prominently displayed in DJ Khaled videos.</ p> </ div></p><div class ="インライン-image__credit">  YouTube screenshot</ div>“src =” “data-src =” https://s.yimg.com/ny/api/res/1.2/0Z3B0gIMcPqY5xUcO6_npw–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTQ5OS42OTIzMDc2OTIzMDc3/https://s. 1.2 / 9jDiV3qTK3Ngi4ySRQ8AbQ-~ B / aD02MDk7dz0xMTcwO2FwcGlkPXl0YWNoeW9u / https://media.zenfs.com/en/thedailybeast.com/53301d4b4b66ded821c2dc17bd424c45 “<noscript><img alt=

Kandy Pens are prominently displayed in DJ Khaled videos.

YouTube screenshot“src =” https://s.yimg.com/ny/api/res/1.2/0Z3B0gIMcPqY5xUcO6_npw–/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTQ5OS42OTIzMDc2OTIzMDc3/https://s.yimg B / aD02MDk7dz0xMTcwO2FwcGlkPXl0YWNoeW9u / https://media.zenfs.com/en/thedailybeast.com/53301d4b4b66ded821c2dc17bd424c45″ class=”caas-img”/>

KandyPens is prominently displayed in DJ Khaled videos.

YouTube screenshot

Next, we recruited a representative sample of 1,280 young adults aged 18 to 24 in California. Among other variables, we asked them to complete a study assessing their exposure to the use of certain music videos and e-cigarettes.

Participants remembered an average of four music videos out of the 20 videos listed. Our analysis reveals that participants who saw the placement and images of e-cigarette products in music videos were more likely to have used e-cigarettes for the rest of their lives than unexposed participants. I did. Participants who have seen e-cigarette product placements and images in music videos are more likely to have used e-cigarettes in the past month than unexposed participants.

Participants with high exposure levels were more likely to use e-cigarettes throughout their lives than participants with low exposure levels. Participants with high exposure levels were also more likely to have used e-cigarettes in the past month than participants with low exposure levels.

In other words, the more videos participants remembered watching, the more likely they were to report a vaping.

Among exposed individuals, participants under the age of 21 were more likely to use e-cigarettes throughout their lives than participants over the age of 21. This suggests that this promotional strategy is most effective among people under the age of buying tobacco in the United States.

No one is ready for a teenage vapor addiction crisis

The use of e-cigarettes among young adults is a public health concern. E-cigarettes often contain nicotine. Nicotine is highly addictive and can harm the development of the brain that occurs until young adulthood. Therefore, identifying the potential marketing impact of e-cigarette use among young adults is a research priority.

District attorneys and prosecutors believe that they need to investigate the placement of e-cigarette products in music videos because they are popular among people under the legal age of tobacco purchase. Health campaigns need to warn the general public about these promotional activities.

Parents should discuss the harm of vaping with their children. Young people of all ages need to think about how businesses use popular media to influence their attitudes and behaviors. Positive vaping images, such as those found in music videos, can influence their choices in the future.

However, our research needs to be considered with some limitations in mind. Our findings may not be generalized to young adults living outside of California. Our research has not been able to identify what specific substances the performer is smoking in the music video. preliminary survey It suggests that these substances include, among other things, nicotine, CBD and THC.

Our research has not identified a causal link between product placement or image exposure in music videos and the use of e-cigarettes. But this is the future research area of ​​our team.

Nevertheless, limiting the placement of e-cigarette products in music videos can minimize future marketing exposure of young adults. Ultimately, such behavior can reduce vaping between the age groups that the e-cigarette industry regularly targets.

Jon-Patrick Allem is an assistant professor of research at the University of Southern California.

For more information, see The Daily Beast.

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