Did You Know? – LGBT Smokers Have More Exposure to Tobacco-Related Messages on Social Media?

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A newly published study (Nicotine & Tobacco Research, March 2018) study explored whether exposure to tobacco content on traditional and social media is associated with tobacco use among LGBT and non-LGBT. Researchers analyzed data from LGBT (N=1,092) and non-LGBT (N=16,430) respondents to a 2013 nationally representative cross-sectional online survey of US adults (N=17,522).
Findings included:
  • LGBT reported significantly higher rates of past 30-day tobacco media exposure compared to non-LGBT, this effect was strongest among LGBT who were smokers.
  • LGBT more frequently reported exposure to, searching for, or sharing messages related to tobacco couponing, e-cigarettes, and anti-tobacco on new or social media (e.g. Twitter, Facebook, etc.) than did non-LGBT.
  • Non-LGBT reported more exposure from traditional media sources such as television, most notably anti-tobacco messages.
  • LGBT had higher odds of past 30-day use of cigarettes, e-cigarettes, and cigars compared to non-LGBT.

The researchers concluded that LGBT (particularly LGBT smokers) are more likely to be exposed to and interact with tobacco-related messages on new and social media than their non-LGBT counterparts. Recommendations included that tobacco control must work toward reaching LGBT across a variety of media platforms, particularly new and social media outlets.

Source: Emory et al. (2018). Lesbian, gay, bisexual and transgender (LGBT) view it differently than non-LGBT: Exposure to tobacco-related couponing, e-cigarette advertisements, and anti-tobacco messages on social and traditional media. Nicotine & Tobacco Research, Mar 12. doi: 10.1093/ntr/nty049. [Epub ahead of print]

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