The University of Sydney, Australia.
Tob Control. 2012 Mar;21(2):139-44. doi: 10.1136/tobaccocontrol-2011-050193.
This paper reviews how the tobacco industry is promoting its products online and examines possible regulation models to limit exposure to this form of marketing. Opportunities to use new media to advance tobacco control are also discussed and future research possibilities are proposed.
Published articles and grey literature reports were identified through searches of the electronic databases, PUBMED and Google Scholar using a combination of the following search terms: tobacco or smoking and new media, online media, social media, internet media, Web 2.0, Facebook, YouTube and Twitter.
A possible obstacle to fully realising the benefits of regulating tobacco marketing activities and effectively communicating tobacco control messages is the rapid evolution of the media landscape. New media also offer the tobacco industry a powerful and efficient channel for rapidly countering the denormalising strategies and policies of tobacco control. Evidence of tobacco promotion through online media is emerging, with YouTube being the most researched social media site in the tobacco control field.
The explosive rise in Internet use and the shift to these new media being driven by consumer generated content through social platforms may mean that fresh approaches to regulating tobacco industry marketing are needed.
本文回顾了烟草业如何在网上推广其产品，并探讨了可能的监管模式，以限制接触这种营销形式。还讨论了利用新媒体推进烟草控制的机会，并提出了未来的研究可能性。
通过在电子数据库 PUBMED 和 Google Scholar 中使用以下搜索词的组合，搜索了已发表的文章和灰色文献报告：烟草或吸烟和新媒体、在线媒体、社交媒体、互联网媒体、Web 2.0、Facebook、YouTube 和 Twitter。
全面实现监管烟草营销活动和有效传播烟草控制信息的好处的一个可能障碍是媒体环境的快速演变。新媒体也为烟草业提供了一个强大而高效的渠道，可迅速对抗烟草控制的去正常化战略和政策。通过在线媒体进行烟草促销的证据正在出现，YouTube 是烟草控制领域研究最多的社交媒体网站。
互联网使用的爆炸式增长以及由于社交平台上的消费者生成内容而向这些新媒体的转变，可能意味着需要采取新的方法来监管烟草业的营销。
