Tobacco and Alcohol Content in Top Vietnamese YouTube Music Videos: A Content Analysis (Preprint)

BACKGROUND Evidence indicated that portrayals of tobacco and alcohol in music videos may reduce awareness of associated risks, increase susceptibility, and initiate tobacco and alcohol use among adolescents and young adults. Previous studies have predominantly concentrated on assessing tobacco and/or alcohol content in English music videos within Western countries. However, many other nations have not only been influenced by the English music market but have also produced music in their native languages. OBJECTIVE This study aims to investigate the prevalence of tobacco- and alcohol-related content in top Vietnamese music videos on YouTube from 2013 to 2021 and provide a description of other features related to tobacco and alcohol portrayals in these music videos. METHODS A total of 410 music videos, including top 40 or 50 most viewed Vietnamese music videos released in each year between 2013 and 2021, were analyzed. General information such as song name, its release date and ranking, age restriction, music genres, and types of music videos, was collected. We examined tobacco or alcohol content in music videos, with specific details such as tobacco types, their brands, as well as the number, age, sex, and roles of individuals smoking or drinking. RESULTS Among the 410 music videos analyzed, 8.8% contained tobacco-related content, 33.2% featured alcohol-related content, and 6.8% included both. The prevalence of videos with tobacco and alcohol content showed a fluctuating pattern over the years. Hip-hop or rap songs contained more tobacco and alcohol-related content compared to other music genres. In music videos with tobacco-related content, cigarettes were the most shown product (77.8%), and smoking scenes were often depicted at parties (36.1%) and during dancing and singing scenes (33.3%). Smoking was typically depicted with one person, often young adult males, and 38.7% showed singer(s) smoking. For music videos with alcohol-related content, there was a high proportion showing alcohol images at parties, bars, or pubs (70.6%), with drinking scenes often involving groups of young adults of both sexes, and 64% depicted singers drinking. Additionally, 5.6% of music videos included health warnings about tobacco harm, and 1.5% included warnings about drinking restricted to individuals 18 years old and above. CONCLUSIONS The notable prevalence of tobacco and alcohol content in leading Vietnamese YouTube music videos raises concerns, especially as most of this content is portrayed without any warnings. The study underscores a regulatory gap in addressing such content online, emphasizing the urgent need for stricter regulations and age restrictions on platforms such as YouTube. CLINICALTRIAL n/a