{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,21]],"date-time":"2026-08-21T17:35:30Z","timestamp":1787333730623,"version":"build-2736575974"},"reference-count":19,"publisher":"BMJ","content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2026,8,12]]},"abstract":"\n Background<\/jats:title>\n Exposure to tobacco advertising influences youth smoking initiation and acceptance of tobacco use. The WHO Framework Convention on Tobacco Control mandates comprehensive regulation of tobacco advertising, promotion and sponsorship. This study quantified the frequency of tobacco advertisements on TVer, an ad-supported video-on-demand platform.<\/jats:p>\n <\/jats:sec>\n \n Methods<\/jats:title>\n We conducted a commercial message content analysis of catch-up streaming programmes on TVer, broadcast by four major commercial TV stations (Nippon TV, TV Asahi, TBS and Fuji TV) between 10 and 14 March 2025. Total commercial duration and commercial duration across nine advertising categories (eg, tobacco and alcohol) were measured manually. Measurements were conducted without declaring age and then while logging in with an age of 18 years (under the legal smoking age). The proportion of each commercial category relative to total commercial duration was tabulated for each TV station. Differences across commercial categories across the four TV stations were examined.<\/jats:p>\n <\/jats:sec>\n \n Results<\/jats:title>\n \n Advertisements for heated tobacco products (\n Ploom<\/jats:italic>\n ) were observed when age was not declared. Tobacco advertisements accounted for 1.2% of the targeted total commercial duration, appearing primarily within variety programmes (comedy sub-genre). No tobacco advertisements were displayed when logged in with an age of 18 years. The appearance of tobacco advertisements varied across the four TV stations.\n <\/jats:p>\n <\/jats:sec>\n \n Conclusions<\/jats:title>\n \n Tobacco advertisements (\n Ploom<\/jats:italic>\n ) appeared in commercials delivered via TVer. In the absence of age verification, tobacco advertisements appeared, particularly within variety programmes, indicating potential youth exposure to tobacco advertising. Accordingly, current industry-led self-regulations of tobacco advertising are insufficient in the digital space.\n <\/jats:p>\n <\/jats:sec>","DOI":"10.1136\/tc-2026-060050","type":"journal-article","created":{"date-parts":[[2026,8,21]],"date-time":"2026-08-21T17:20:24Z","timestamp":1787332824000},"page":"tc-2026-060050","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":0,"title":["Tobacco advertising on TVer, Japan\u2019s ad-supported video-on-demand platform: a commercial message content analysis"],"prefix":"10.1136","author":[{"given":"Ginga","family":"Yamada","sequence":"first","affiliation":[{"name":"Division of Environmental and Preventive Medicine, Department of Social Medicine, Tottori University Faculty of Medicine, Yonago, Japan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7164-6974","authenticated-orcid":false,"given":"Yuki","family":"Kuwabara","sequence":"additional","affiliation":[{"name":"Division of Environmental and Preventive Medicine, Department of Social Medicine, Tottori University Faculty of Medicine, Yonago, Japan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7099-5486","authenticated-orcid":false,"given":"Aya","family":"Kinjo","sequence":"additional","affiliation":[{"name":"Division of Environmental and Preventive Medicine, Department of Social Medicine, Tottori University Faculty of Medicine, Yonago, Japan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hongja","family":"Kim","sequence":"additional","affiliation":[{"name":"Division of Environmental and Preventive Medicine, Department of Social Medicine, Tottori University Faculty of Medicine, Yonago, Japan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9846-4043","authenticated-orcid":false,"given":"Yoneatsu","family":"Osaki","sequence":"additional","affiliation":[{"name":"Division of Environmental and Preventive Medicine, Department of Social Medicine, Tottori University Faculty of Medicine, Yonago, Japan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"239","published-online":{"date-parts":[[2026,8,21]]},"reference":[{"key":"2026082110201804000_tc-2026-060050v1.1","unstructured":"US Department of Health and Human Services . Preventing tobacco use among youth and young adults: a report of the surgeon general. Atlanta, GA US Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office of Smoking and Health; 2012."},{"key":"2026082110201804000_tc-2026-060050v1.2","doi-asserted-by":"publisher","DOI":"10.1093\/ntr\/nts331"},{"key":"2026082110201804000_tc-2026-060050v1.3","unstructured":"World Health Organization . Framework convention on tobacco control (Updated reprint 2004, 2005). Geneva World Health Organization; 2003. Available: https:\/\/iris.who.int\/server\/api\/core\/bitstreams\/264104b3-241a-4e48-88f9-aa7120779ffc\/content"},{"key":"2026082110201804000_tc-2026-060050v1.4","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2016-053007"},{"key":"2026082110201804000_tc-2026-060050v1.5","unstructured":"Hooking the next generation: how the tobacco industry captures young customers. Licence: CC BY-NC-SA 3.0 IGO. Geneva World Health Organization; 2024."},{"key":"2026082110201804000_tc-2026-060050v1.6","unstructured":"Ministry of Foreign Affairs of Japan . WHO framework convention on tobacco control. FCTC; 2025. Available: https:\/\/www.mofa.go.jp\/mofaj\/gaiko\/who\/fctc.html [accessed 12 Dec 2025]"},{"key":"2026082110201804000_tc-2026-060050v1.7","doi-asserted-by":"crossref","first-page":"933","DOI":"10.1016\/S0140-6736(17)32169-4","article-title":"What can Japan learn from tobacco control in the UK?","volume":"390","author":"Tsugawa","year":"2017","journal-title":"Lancet"},{"key":"2026082110201804000_tc-2026-060050v1.8","doi-asserted-by":"publisher","DOI":"10.1136\/tc-2021-057191"},{"key":"2026082110201804000_tc-2026-060050v1.9","unstructured":"Tobacco Institute Japan . Initiatives on voluntary standards. Establishment of voluntary standards for advertising and sales promotion activities. 2025. Available: https:\/\/www.tioj.or.jp\/activity\/self-standard.html [accessed 12 Dec 2025]"},{"key":"2026082110201804000_tc-2026-060050v1.10","doi-asserted-by":"crossref","DOI":"10.1136\/bmjopen-2024-098453","article-title":"Prevalence and dual use of cigarettes, heated tobacco products and electronic cigarettes among young adults in Japan: findings from a 2019 Nationwide Survey","volume":"15","author":"Kuwabara","year":"2025","journal-title":"BMJ Open"},{"key":"2026082110201804000_tc-2026-060050v1.11","unstructured":"Ministry of Internal Affairs and Communications . Survey report on media usage time and information behavior 2024. 2025. Available: https:\/\/www.soumu.go.jp\/main_content\/001017240.pdf [Accessed 12 Dec 2025]."},{"key":"2026082110201804000_tc-2026-060050v1.12","unstructured":"TVer Inc . Press release: News March 17, 2026. 2026. Available: https:\/\/tver.co.jp\/news\/20260317.html [Accessed 22 Apr 2026]."},{"key":"2026082110201804000_tc-2026-060050v1.13","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2019-055360"},{"key":"2026082110201804000_tc-2026-060050v1.14","doi-asserted-by":"publisher","DOI":"10.1136\/tc-2022-057348"},{"key":"2026082110201804000_tc-2026-060050v1.15","doi-asserted-by":"crossref","DOI":"10.1371\/journal.pone.0251203","article-title":"Exposure to e-cigarette TV advertisements among U.S. youth and adults, 2013-2019","volume":"16","author":"Duan","year":"2021","journal-title":"PLoS One"},{"key":"2026082110201804000_tc-2026-060050v1.16","doi-asserted-by":"publisher","DOI":"10.1016\/j.addbeh.2023.107810"},{"key":"2026082110201804000_tc-2026-060050v1.17","doi-asserted-by":"crossref","DOI":"10.18332\/tid\/172414","article-title":"Exposure to e-cigarette advertising and young people\u2019s use of e-cigarettes: A four-country study","volume":"21","author":"Pettigrew","year":"2023","journal-title":"Tob Induc Dis"},{"key":"2026082110201804000_tc-2026-060050v1.18","doi-asserted-by":"crossref","first-page":"444","DOI":"10.1001\/jamapediatrics.2017.5756","article-title":"Association Between Receptivity to Tobacco Advertising and Progression to Tobacco Use in Youth and Young Adults in the PATH Study","volume":"172","author":"Pierce","year":"2018","journal-title":"JAMA Pediatr"},{"key":"2026082110201804000_tc-2026-060050v1.19","unstructured":"Banks E , Yazidjoglou A , Brown S , et al . Electronic cigarettes and health outcomes: systematic review of global evidence. Report for the Australian Department of Health National Centre for Epidemiology and Population Health, Canberra; 2022."}],"container-title":["Tobacco Control"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/syndication.highwire.org\/content\/doi\/10.1136\/tc-2026-060050","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,21]],"date-time":"2026-08-21T17:20:27Z","timestamp":1787332827000},"score":1,"resource":{"primary":{"URL":"https:\/\/tobaccocontrol.bmj.com\/lookup\/doi\/10.1136\/tc-2026-060050"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,21]]},"references-count":19,"alternative-id":["10.1136\/tc-2026-060050"],"URL":"https:\/\/doi.org\/10.1136\/tc-2026-060050","relation":{},"ISSN":["0964-4563","1468-3318"],"issn-type":[{"value":"0964-4563","type":"print"},{"value":"1468-3318","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,21]]}}}