Tobacco advertising on TVer, Japan's ad-supported video-on-demand platform: a commercial message content analysis.

IF 3.3 2区医学 Q1 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH

Tobacco Control Pub Date : 2026-08-21 DOI:10.1136/tc-2026-060050

Ginga Yamada, Yuki Kuwabara, Aya Kinjo, Hongja Kim, Yoneatsu Osaki

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引用次数: 0

Abstract

Background: Exposure to tobacco advertising influences youth smoking initiation and acceptance of tobacco use. The WHO Framework Convention on Tobacco Control mandates comprehensive regulation of tobacco advertising, promotion and sponsorship. This study quantified the frequency of tobacco advertisements on TVer, an ad-supported video-on-demand platform.

Methods: We conducted a commercial message content analysis of catch-up streaming programmes on TVer, broadcast by four major commercial TV stations (Nippon TV, TV Asahi, TBS and Fuji TV) between 10 and 14 March 2025. Total commercial duration and commercial duration across nine advertising categories (eg, tobacco and alcohol) were measured manually. Measurements were conducted without declaring age and then while logging in with an age of 18 years (under the legal smoking age). The proportion of each commercial category relative to total commercial duration was tabulated for each TV station. Differences across commercial categories across the four TV stations were examined.

Results: Advertisements for heated tobacco products (Ploom) were observed when age was not declared. Tobacco advertisements accounted for 1.2% of the targeted total commercial duration, appearing primarily within variety programmes (comedy sub-genre). No tobacco advertisements were displayed when logged in with an age of 18 years. The appearance of tobacco advertisements varied across the four TV stations.

Conclusions: Tobacco advertisements (Ploom) appeared in commercials delivered via TVer. In the absence of age verification, tobacco advertisements appeared, particularly within variety programmes, indicating potential youth exposure to tobacco advertising. Accordingly, current industry-led self-regulations of tobacco advertising are insufficient in the digital space.

查看原文本刊更多论文

日本广告支持的视频点播平台TVer上的烟草广告：商业信息内容分析。

背景：接触烟草广告影响青少年开始吸烟和接受烟草使用。《世卫组织烟草控制框架公约》要求对烟草广告、促销和赞助进行全面监管。这项研究量化了TVer（一个广告支持的视频点播平台）上烟草广告的频率。方法：对2025年3月10日至14日四家主要商业电视台（日本电视台、朝日电视台、TBS电视台和富士电视台）在TVer上播放的热门流媒体节目进行商业信息内容分析。9个广告类别（如烟草和酒精）的总商业持续时间和商业持续时间是人工测量的。测量是在没有申报年龄的情况下进行的，然后以18岁（低于法定吸烟年龄）的年龄登录。每个电视台的每个商业类别相对于总商业时长的比例已制成表格。调查了四家电视台商业类别的差异。结果：加热烟草产品（Ploom）的广告在没有标明年龄的情况下被观察到。烟草广告占目标总商业时长的1.2%，主要出现在综艺节目（喜剧子类型）中。18岁以上用户登录时，没有烟草广告。烟草广告的出现在四个电视台各不相同。结论：烟草广告（Ploom）出现在电视广告中。在没有年龄核查的情况下，出现了烟草广告，特别是在各种节目中，这表明青少年可能接触到烟草广告。因此，目前行业主导的烟草广告自律在数字领域是不够的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tobacco Control 医学-公共卫生、环境卫生与职业卫生

CiteScore

9.10

自引率

26.90%

发文量

223

审稿时长

6-12 weeks

期刊介绍： Tobacco Control is an international peer-reviewed journal covering the nature and consequences of tobacco use worldwide; tobacco''s effects on population health, the economy, the environment, and society; efforts to prevent and control the global tobacco epidemic through population-level education and policy changes; the ethical dimensions of tobacco control policies; and the activities of the tobacco industry and its allies.