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Recall of Netflix Scripted Content Known to Contain E-Cigarette-Related Imagery is Associated with Susceptibility to Use E-Cigarettes Among Young Adults.

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Title: Recall of Netflix Scripted Content Known to Contain E-Cigarette-Related Imagery is Associated with Susceptibility to Use E-Cigarettes Among Young Adults.
Authors: Donaldson, Scott I. (AUTHOR), La Capria, Kathryn (AUTHOR), Allem, Jon-Patrick (AUTHOR)
Source: Substance Use & Misuse. 2025, Vol. 60 Issue 1, p39-43. 5p.
Subjects: Risk assessment, Product safety, Research funding, Electronic cigarettes, Smoking, Statistical sampling, Logistic regression analysis, Descriptive statistics, Television, Marketing, Advertising, Surveys, Odds ratio, Memory, Streaming media, Motion pictures, Tobacco products, Confidence intervals, Adolescence, Adults
Geographic Terms: California
Abstract: Introduction: Netflix pledged to avoid depictions of e-cigarette use in scripted series and movies rated TV-14 or below. However, this policy did not extend to young adults, many of whom are below the legal tobacco purchasing age. This study examined the association between recall of Netflix scripted series and movies previously identified to contain e-cigarette imagery and susceptibility to use e-cigarettes among never users. Materials and Methods: A non-probability representative sample of young adults (ages 18-24; N = 1500) living in California were recruited to complete an online survey assessing their recall of Netflix scripted series and movies previously identified to contain e-cigarette imagery and e-cigarette-related behaviors. Adjusted and weighted logistic regression analyses were used among participants who had never used e-cigarettes (n = 967). Results: Among participants who had never used e-cigarettes, 68.1% (n = 659/967) recalled viewing at least one Netflix scripted series or movie previously identified to contain e-cigarette imagery, including 66.4% (n = 192/289) of participants under the legal tobacco purchasing age. Participants who recalled viewing at least one Netflix scripted series or movie previously identified to contain e-cigarette imagery, compared with those who did not, had greater odds of reporting susceptibility to use e-cigarettes among never users (AOR = 1.65, 95% CI = 1.20-2.25). Conclusions: Young adults living in California recalled Netflix scripted series or movies previously identified to contain e-cigarette imagery. Such recall was associated with susceptibility to use e-cigarettes among never users. These findings should motivate prevention programmers to design tobacco-related digital media literacy interventions for young adults. [ABSTRACT FROM AUTHOR]
Copyright of Substance Use & Misuse is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Recall of Netflix Scripted Content Known to Contain E-Cigarette-Related Imagery is Associated with Susceptibility to Use E-Cigarettes Among Young Adults.
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  Data: <searchLink fieldCode="JN" term="%22Substance+Use+%26+Misuse%22">Substance Use & Misuse</searchLink>. 2025, Vol. 60 Issue 1, p39-43. 5p.
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  Data: Introduction: Netflix pledged to avoid depictions of e-cigarette use in scripted series and movies rated TV-14 or below. However, this policy did not extend to young adults, many of whom are below the legal tobacco purchasing age. This study examined the association between recall of Netflix scripted series and movies previously identified to contain e-cigarette imagery and susceptibility to use e-cigarettes among never users. Materials and Methods: A non-probability representative sample of young adults (ages 18-24; N = 1500) living in California were recruited to complete an online survey assessing their recall of Netflix scripted series and movies previously identified to contain e-cigarette imagery and e-cigarette-related behaviors. Adjusted and weighted logistic regression analyses were used among participants who had never used e-cigarettes (n = 967). Results: Among participants who had never used e-cigarettes, 68.1% (n = 659/967) recalled viewing at least one Netflix scripted series or movie previously identified to contain e-cigarette imagery, including 66.4% (n = 192/289) of participants under the legal tobacco purchasing age. Participants who recalled viewing at least one Netflix scripted series or movie previously identified to contain e-cigarette imagery, compared with those who did not, had greater odds of reporting susceptibility to use e-cigarettes among never users (AOR = 1.65, 95% CI = 1.20-2.25). Conclusions: Young adults living in California recalled Netflix scripted series or movies previously identified to contain e-cigarette imagery. Such recall was associated with susceptibility to use e-cigarettes among never users. These findings should motivate prevention programmers to design tobacco-related digital media literacy interventions for young adults. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Substance Use & Misuse is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/10826084.2024.2403123
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      – Code: eng
        Text: English
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      – SubjectFull: California
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      – TitleFull: Recall of Netflix Scripted Content Known to Contain E-Cigarette-Related Imagery is Associated with Susceptibility to Use E-Cigarettes Among Young Adults.
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