Videos were SB203580 cost considered positive if they mentioned or portrayed smoking in a favorable light, by showing smoking as fun, desirable, pleasurable, sexy, and/or socially advantageous. Videos were considered neutral if smoking was unimportant to the video and neither portrayed it positively or negatively. ENDS videos were considered positive smoking videos. Videos were further sorted by genre after identifying recurrent themes. Genres identified were how to quit monologues, professionally produced antismoking commercials, homemade appearing antismoking videos, comedy, e-cigarettes, smoking fetish, cigarette commercials, magic tricks, music, popular media and movie clips, poetry, satire, smoking while shooting guns and/or lighting fireworks, and videos making fun of smoking laws.

Definitions were developed for each genre to assure consistency in assessment. The videos were also sorted by whether they contained a cigarette brand reference, and if so, the brand was recorded. A video was considered to have a brand reference if a brand name was either visually apparent or if the name was verbalized in the video. Results The number of hits retrieved by both search terms and by relevance and view count increased from May to July by an average of 11% (Table 1). Of 59 videos that met inclusion criteria in the May 2009 sample, 10 (16.95%) contained negative smoking messages. Together these 10 videos had been viewed a total of 1,791,975 times, accounting for 6.4% of total views of all May-sampled videos. Forty-eight videos contained positive smoking messages, comprising 81.

36% of the sample. Collectively, these 48 videos had been viewed 24,572,388 times, accounting for 87.72% of total views. One video contained a neutral message and had been viewed 1,649,513 times, accounting for 5.89% of total views. Table 1. Total YouTube hits for the search terms ��cigarettes�� and ��smoking cigarettes�� The July sample (n = 65) was similar, with 10 videos (15.38%) featuring negative smoking videos. These videos had been viewed collectively 1,009,971 times, accounting for 3.68% of total views. Fifty-three videos (81.54%) portrayed smoking positively, and these videos had been viewed 25,123,202 times, accounting for 91.49% of total views. Two videos contained a neutral message and had been viewed 1,326,435 times, accounting for 4.83% of total views.

Twenty-seven videos appeared in both May and July samples. Thirty-eight videos (58%) were new to the July sample, while 32 videos in the May sample no longer appeared in the July sample. Of videos featuring Anacetrapib antismoking content, professionally produced tobacco control videos were the most popular and were viewed the most often, followed by homemade negative imagery (Table 2). The professionally produced videos were high-impact videos that graphically showed the disease effects of smoking (MisterTrimble, 2006; ZerlinTV, 2007).