Portrayal of smoking in Nigerian online videos: a medium for tobacco advertising and promotion?

The Nigerian home video industry, popularly known as Nollywood is a booming industry, with increasing numbers of easily accessible online videos. The aim of this study was to analyse the contents of popular Nigerian online videos to determine the prevalence of smoking imageries and their public health implications. Using specific search terms, popular English language and indigenous Yoruba language, Nigerian home videos uploaded on YouTube in 2013 were identified and sorted based on their view counts. Data on smoking related scenes such as smoking incidents, context of tobacco use, depiction of cigarette brand, gender of smokers and film rating were collected. Of the 60 online videos whose contents were assessed in this study, 26 (43.3%) had scenes with cigarrete smoking imageries. The mean (SD) smoking incident was 2.7 (1.6), giving an average of one smoking incident for every 26 to 27 min of film. More than half (53.8%) of the films with tobacco use had high smoking imageries. An average of 2 characters per film smoked, mostly in association with acts of criminality or prostitution (57.7%) and alcohol use (57.7%). There were scenes of the main protagonists smoking in 73.1% of the films with scenes of female protagonists smoking (78.9%) more than the male protagonists (21.1%). Smoking imageries are common in popular Nigerian online movies. Given the wide reach of online videos, their potential to be viewed by people from different cultures and to negatively influence youngsters, it is important that smoking portrayals in online movies are controlled.