Cooling the Conversation: Discourse About Menthol and Flavored Tobacco Restrictions on TikTok

Key Points

• The aim is to explore how TikTok facilitates discussions about menthol and flavored tobacco restrictions.
• Analyzed video content on TikTok related to tobacco policies.
• Compared engagement levels of videos promoting policy discussions versus circumvention strategies.
• Examined the influence of TikTok on tobacco marketing and sales.
• Circumvention strategy videos received higher viewership than policy discussion videos.
• TikTok serves as a platform for both underregulated marketing and public discourse surrounding tobacco products.
• Regulatory issues in tobacco marketing are emphasized through user interactions on TikTok.