ArticlePreventive medicine2025
Electronic cigarettes and pregnancy: A social media content analysis.
Article in Preventive medicine, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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6 authors.
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Abstract
objectiveElectronic cigarette (e-cigarette) use during pregnancy is a polarizing and complex public health topic. We examined social media content on e-cigarette use during pregnancy.
methodsWe content analyzed 170 TikTok posts about e-cigarettes and pregnancy in 2023. We coded message valence (anti-, pro-, mixed/unclear/neutral), messenger characteristics (age, gender, pregnancy status, healthcare provider status, e-cigarette and cigarette use), geographic origin, and engagement metrics (likes, favorites, shares, downloads, comments, followers). We assessed whether engagement and message valence differed by messenger and post characteristics using Chi-Square and Kruskal-Wallis tests.
resultsPosts included 55 % (n = 93) anti-, 32.4 % (n = 55) mixed/unclear/neutral, and 12.9 % (n = 22) pro-e-cigarette use during pregnancy messages. Messenger characteristics included 90.6 % (n = 144) female, 53.5 % (n = 85) 18 to 30 years old, 40.9 % (n = 65) pregnant, 7.5 % (n = 12) healthcare providers. Geographic origin included 66.5 % (n = 113) from the United States and 22.9 % (n = 39) from the United Kingdom. Engagement was high, with some videos receiving over 2 million "plays" and 500 thousand "likes." Posts by healthcare providers and messengers over 45 years old had more followers (ps < 0.001). Posts with messengers who quit e-cigarettes, from the US, and 18-45 years old were more likely to contain anti-e-cigarette content, whereas posts from the United Kingdom were more likely to have pro-e-cigarette content (ps ≤ 0.001).
conclusionsA wide range of content on e-cigarette use and pregnancy was observed on TikTok. Future research is needed to understand how pregnant individuals navigate this content. Healthcare providers may be effective messengers for promoting e-cigarette cessation during pregnancy on social media.
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