46% of 18-34 year-olds say that digital platforms including tobacco content make them want to smoke.
- Tobacco consumption is the leading cause of preventable death in France, with 75,000 deaths each year.
- A new survey shows the negative influence of digital platforms on cigarette consumption among young adults (18 – 34 years old).
- Nearly 1/3 of 18-34 year-olds (32%) find actors, influencers and video game characters who smoke “attractive”.
On the occasion of this no-smoking day, The League Against Cancer publishes the results of a new survey YouGov which shows the negative influence of digital platforms on cigarette consumption among young adults (18 – 34 years old).
Tobacco is visible on social media, streaming platforms and video games
Over the past six months, 85% of young French people aged 18-34 say they have been exposed to scenes, videos or photos showing tobacco consumption through one or more digital channels.
In detail, we observe that scenes of tobacco consumption are more visible on social networks (63%), then on streaming platforms (52%) and then on video game sites (39%).
Nearly 1/3 of 18-34 year olds (32%) find “attractive” Actors, influencers and video game characters who smoke. On average, 46% agree that exposure to tobacco through digital platforms makes them want to smoke. This proportion rises to 70% for young consumers.
Digital platforms: young men more exposed to tobacco
There are differences in behavior within the age group of the sample. For example, younger Generation Z (18-24 years) are more likely (93%) to have been exposed to tobacco use in the past six months than younger Generation Y (25-34 years). They are also more numerous (56%) to feel like smoking after watching a scene showing tobacco consumption compared to 25-34 year-olds (40%).
“We note that young men are generally more exposed (89%) to tobacco via digital platforms than young women (81%)”add the authors of the survey.
“This survey shows that digital platforms are a source of promotion of tobacco products that make young people want to smoke. Platforms and content producers collectively bear responsibility for this incentive, when they should be doing everything to protect young people from it,” underlines Dr Emmanuel Ricard, delegate to the prevention and screening promotion service of the League against cancer.
Tobacco is still the leading cause of preventable death in France
In recent years, smoking has decreased significantly among our adolescents (from 25.1% of daily smokers among 17-year-olds to 15.6% in 2022).
Tobacco consumption nevertheless remains the leading cause of preventable death in France, with 75,000 deaths each year.
