2023-07-07 08:25:55
The number of publications by influencers that expose tobacco use on social networks has multiplied by five since the pandemic. Given the impact it can have on consumption, the AECC experts analyze the exposure of young people to ‘digital smoke’.
Tobacco use has increased among young people after the pandemic. EFE / Biel Seasoning
The Spanish Association Against Cancer (AECC) wants to achieve the first tobacco-free generation in Spain by the year 2030 and in Europe by the year 2040. This association, together with the communication and digital strategy consultancy, Lasker, has carried out the study ‘Spanish influencers and the impact of digital smoke in young people’.
The objective of this analysis is to warn about how the contents disseminated in social networks about tobacco, increase the possibilities for young people to consume it.
To carry out the study, both institutions have made a content selection and review among 450 profiles of Spanish influencers from both Instagram, Tiktok and YouTube, from the world of lifestyle, gamers and celebrities.
Jorge López, Lasker’s digital manager, affirms that of the total profiles analyzed “25% (about 111) have published content related to tobacco in the last six years.”
This, according to the analysis, supposes an impact on more than 182 million followersof which 28% are between 18 and 24 years old.
“All this means a young audience of more than 51 million followers”highlights López.
Who are behind the channels that most promote ‘digital smoke’?
The report makes a review of the influencer channels in which a greater impact is detected of tobacco-related products among youth.
The results show that more than 57% of reach of digital smoke lies a YouTube. follows him Instagram with a 25% y TikTok to a lesser extent with and 18%.
“We have discovered that gamers are the ones that generate the most digital smoke and the ones that have the greatest impact on the young population, YouTube being one of their main channels,” he explains. Jorge Lopez.
Likewise, influencers related to television and on-demand platforms such as YouTube or Twitch represent the 28% of all profiles in which content related to tobacco appears. These figures are followed by far behind lifestyle (5%) and music (4%) content creators.
In Spain, the prevalence of smoking is around 20%, above the European average. EFE/Ballesteros
Audience and content: young people influenced by the tobacco publications of many influencers
According to the analysis prepared by the Spanish Association Against Cancer and the consultancy Lasker, almost 50 % of young followers They are in spain.
In addition, the figures show that Spanish influencers also export digital smoke to other countries, specifically a 9% are in Brazil, 8% in the US and 7% in Mexico and Italy.
Of the 51 million young followers 18-24 year olds exposed to digital smoke, a 37% are womenIn front of a 63% of men.
Regarding the content, the analysis shows that 46% of the information disseminated related to tobacco corresponds to los vapers, another 46% with the cigarettes and 8% with other forms of consumption such as cigars, hookahs or pipes.
The study reflects a upward trend in the number of publications regarding tobacco use, especially since the end of the pandemic.
According to Jorge López: “Before 2020 there were 8% of publications showing tobacco on networks and in 2022 the data grew to 45%”.
In the last 30 days, an estimated 9 out of 10 young people have had at least one exposure to tobacco through social media influencers and platforms.
Therefore, the association has claimed all political parties laws and regulations that help protect the next generation from cancer. They propose regulating new tobacco products and their advertising, distribution and sale by promoting smoke free spaces y raising prices and taxes of tobacco products.
Image of a person who moves away from a terrace to smoke / EFE / Atienza
Vaper Cancer Flavor, the cancer flavored vape
The Spanish Association Against Cancer has created the Vaper Cancer Flavor. It is a device with taste of cancerwho pretends to be a vaper and who seeks to impact the population.
The goal is to raise awareness about the importance of preventing cancer derived from tobacco use in any of its forms and the danger of the new electronic vaping devices.
Karen Ramírez, head of prevention for the Spanish Association Against Cancer, affirms that “tobacco is related to 16 types of cancer, being responsible for 84% of cases of laryngeal cancer or 82% of lung cancers.”
On the other hand, the association has emphasized that the new devices are not an alternative to traditional tobacco.
Likewise, Karen Ramírez insists that despite the fact that the industry disguises tobacco with bright colors and pleasant flavors, the consequences for health continue to be devastating and constitute a risk factor for the development of cancer, a disease of which 30% of deaths come from tobacco use.
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