BACKGROUND: In Ghana, there is a total ban on tobacco advertisement, promotions and sponsorships (TAPS) according to the Public Health Act 2012 (Act 851). However, there is increasing concern about depictions of tobacco in the media. Media platforms significantly contribute to exposing users to pro-tobacco content, influencing perceptions, and promoting smoking among adolescents.
This research aimed to understand how tobacco is depicted in Ghanaian entertainment media and compliance to the ban on TAPS. The outcome will influence development of strategies that address the pervasive influence of tobacco marketing.
METHODS: Researchers analyzed content for tobacco depictions on 4 television and 4 social media platforms (movies, advertisements, music videos, posts) over six weeks. A coding system, adapted from existing research by Barker et al, Breathe California and Fitzpatrick et al., was used to categorize depictions (e.g., direct, implied, or brand appearance). Depictions were analyzed considering character demographics, context of use (e.g., social, aggressive), character behavior (e.g., violence, entertainment), exposure (viewing time, age ratings, platform reach).
RESULTS: Depictions included direct use (30%), implied use (31%), and brand appearances (13%), frequently depicting males (56%). Depictions often portrayed tobacco use as "fun" or part of social activities (82%) and wealth, affluence, and power were identified in 11% of depictions. Most posts originated from personal pages with low influence. Notably, no age restrictions or health warnings were observed on any platform, some pages even sold tobacco products. These findings highlight the prevalence of tobacco depictions in a positive light, potentially normalizing its use and raising concerns about youth exposure to tobacco marketing.
CONCLUSIONS: This survey resulted in the development of an enforcement guide. This guide once enforced will enhance the ban of tobacco products advertisement and sale on new media. Depiction of tobacco in entertainment media will be classified and in addition have anti-tobacco messages.