A Snapshot of the Depiction of Electronic Cigarettes in YouTube Videos.

Objective: To assess the depiction of e-cigarettes in YouTube videos.

Methods: The sample (N = 63) was selected from the top 20 search results for "electronic cigarette," and "e-cig" with each term searched twice by the filters "Relevance" and "View Count." Data collected included title, length, number of views, "likes," "dislikes," comments, and inferred demographics of individuals appearing in the videos.

Results: Seventy-six percent of videos included at least one man, 62% included a Caucasian, and 50% included at least one young individual. Video content connotation was coded as positive (76%), neutral (18%), or negative (6%). Videos were categorized as advertisement (33%), instructional (17%), news clip (19%), product review (13%), entertainment (11%), public health (3%), and personal testimonial (3%).

Conclusion: Most e-cigarette YouTube videos are non-traditional or covert advertisements featuring young Caucasian men.