British teenagers are being exposed to a high level of tobacco and alcohol images in online music videos, experts warn.
Research from the University of Nottingham suggests girls aged between 13 and 15 are the most exposed. The study, published in the Journal of Epidemiology and Community Health, analysed 32 of the most popular music videos during a 12-week period.
Experts estimated, using the census and their own data, that the average percentage viewing of those videos was 22% for teenagers and 6% for adults.
They worked out the total number of depictions (impressions) of alcohol and tobacco in 10-second slots throughout the music videos seen by viewers. Overall, the videos produced 1,006 million “impressions” of alcohol and 203 million of tobacco.
Dr Jo Cranwell, psychologist from the University of Nottingham, wants tighter measures put in place to protect children. She is concerned about the potential for an increased risk of uptake of smoking and drinking among teenagers.
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