UK teens are heavily exposed to alcohol and tobacco images and lyrics in digital YouTube music videos, indicates research published in the Journal of Epidemiology & Community Health.
Those exposed the most are 13-15 year olds, and girls, the findings suggest.
Relatively little attention has been paid to YouTube content, despite the fact that some music videos contain extensive alcohol and tobacco content, which is often depicted in a positive light, and that these videos tend to be most popular with younger audiences, say the researchers.
But while films are classified, and TV content is subject to controls during periods when children are likely to be watching, no such regulations apply to digital music videos. The British Board of Film Classification has consulted on an age rating system for music videos made in the UK, but this does not cover tobacco and alcohol content.
Instead, it includes drug misuse, dangerous behaviour presented as safe, bad language, sex and nudity, threatening behaviour and violence.
The evidence suggests that teens exposed to depictions of alcohol and tobacco content in films are more likely to start smoking or drinking, and the researchers suggest that music videos pose a “significant health hazard that requires appropriate regulatory control.”
They urge: “Owing to the obvious health implications for adolescents, we suggest that overly positive portrayals of both alcohol and tobacco in music videos should be included in both the drug misuse and dangerous behaviour presented as safe rating categories.”
— source eurekalert.org