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Research Letter
Impact of Policy on Children
July 20, 2020

Content Analysis of Instagram Posts From 2019 With Cartoon-Based Marketing of e-Cigarette–Associated Products

Author Affiliations
  • 1Keck School of Medicine, University of Southern California, Los Angeles
JAMA Pediatr. Published online July 20, 2020. doi:10.1001/jamapediatrics.2020.1987

The use of e-cigarettes is a growing public health concern. In 2019, 27.5% of US high school students reported current e-cigarette use.1 Marketing practices by e-cigarette companies may specifically appeal to adolescents2 and contribute to tobacco use–associated behaviors. Studies have indicated that cartoons are an effective strategy in increasing product recognition and susceptibility to use e-cigarettes.3 Recently, the US Food and Drug Administration announced it is prioritizing enforcement against e-cigarette companies that use marketing likely to promote youth use.4 This study aimed to determine if companies were using cartoon-based strategies to market and promote e-cigarette–associated products in 2019 on Instagram, an image-based social media platform popular among adolescents.

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