Table 2 Details of the 97 YouTube videos based on categorisation
Category | Total (n = 97)* | Stance towards e-cigarettes** | Sponsored* | Age warning* | Health warning* | Incentive* | ||
|---|---|---|---|---|---|---|---|---|
Positive | Negative | Neutral | ||||||
ASMR featuring vaping | 6 (6.2%) | 6 (100%) | 0 (0%) | 0 (0%) | 0 (0%) | 4 (66.6%) | 1 (16.6%) | 0 (0%) |
Individual health warning | 6 (6.2%) | 0 (0%) | 6 (100%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
News/TV segment | 6 (6.2%) | 0 (0%) | 6 (100%) | 0 (0%) | 1 (16.7%) | 0 (0%) | 0 (0%) | 0 (0%) |
Product review/information | 44 (45.4%) | 43 (97.7%) | 0 (0%) | 1 (2.3%) | 5 (11.4%) | 33 (75%) | 22 (50%) | 1 (2.3%) |
Public health information | 15 (15.5%) | 0 (0%) | 15 (100%) | 0 (0%) | 15 (100%) | 0 (0%) | 0 (0%) | 0 (0%) |
Vape related behaviour | 7 (7.2%) | 5 (71.4%) | 0 (0%) | 2 (28.6%) | 0 (0%) | 1 (14.3%) | 2 (28.6%) | 0 (0%) |
Vape tricks/pranks/art | 13 (13.4%) | 10 (76.9%) | 1 (7.7%) | 2 (15.4%) | 1 (7.7%) | 4 (30.8%) | 0 (0%) | 1 (7.7%) |