{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,27]],"date-time":"2026-07-27T10:59:41Z","timestamp":1785149981196,"version":"3.55.0"},"reference-count":57,"publisher":"BMJ","funder":[{"DOI":"10.13039\/100005002","name":"California Department of Public Health","doi-asserted-by":"publisher","award":["#23-10422"],"award-info":[{"award-number":["#23-10422"]}],"id":[{"id":"10.13039\/100005002","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100010628","name":"Center for Tobacco Products","doi-asserted-by":"publisher","award":["U01CA278695"],"award-info":[{"award-number":["U01CA278695"]}],"id":[{"id":"10.13039\/100010628","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2026,7,15]]},"abstract":"<jats:sec>\n                    <jats:title>Objective<\/jats:title>\n                    <jats:p>To summarise how anti-tobacco mass media campaigns delivered via digital media are evaluated, including campaign characteristics, targeted populations, behavioural outcomes and exposure measurement strategies.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Data sources<\/jats:title>\n                    <jats:p>Six databases (PubMed, Web of Science, Scopus, PsycINFO, Embase, Communication &amp; Mass Media) were searched using tobacco-related, digital media-related and prevention-related terms.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Study selection<\/jats:title>\n                    <jats:p>Articles were eligible if they were peer-reviewed, written in English, published between 2004 and 2025 and evaluated an anti-tobacco mass media campaign that used social media or web-based platforms and assessed a tobacco-related behaviour. Studies that exclusively assessed campaign awareness, knowledge or attitudes towards tobacco use were excluded.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Data extraction<\/jats:title>\n                    <jats:p>Two independent coders screened all titles and abstracts. Full texts were coded for campaign characteristics, exposure measurement and behavioural outcomes.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Data synthesis<\/jats:title>\n                    <jats:p>The final sample included 21 studies with 236\u2009915 participants. Most campaigns were conducted in the USA (n=16, 76.2%) and used national samples (n=17, 81.0%). Campaigns targeted adolescents (n=87\u2009746, 45.2%) and young adults (n=83\u2009683, 38.7%). Exposure was assessed using aided recall (n=12, 57.1%) and binary response formats (n=9, 42.9%). Across all studies, 37 statistical effects were reported; the most examined behavioural outcomes were past 30-day tobacco use (k=15, 40.5%) and quit intentions (k=12, 32.4%). Of these, 73.3% (k=11\/15) and 75.0% (k=9\/12) reported statistically significant improvements, respectively.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>Digital anti-tobacco mass media campaigns show promise in influencing tobacco-related behaviours. However, existing exposure measures in the evolving digital environment may limit the ability to accurately link campaign exposure to behavioural outcomes. Advances in exposure measures are needed.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1136\/tc-2026-060091","type":"journal-article","created":{"date-parts":[[2026,7,27]],"date-time":"2026-07-27T10:05:12Z","timestamp":1785146712000},"page":"tc-2026-060091","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":0,"title":["Evaluating anti-tobacco mass media campaigns in the digital age: scoping review"],"prefix":"10.1136","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8145-0860","authenticated-orcid":false,"given":"Scott I","family":"Donaldson","sequence":"first","affiliation":[{"name":"Division of General Internal Medicine, Rutgers Robert Wood Johnson Medical School, New Brunswick, New Jersey, USA"},{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5488-7899","authenticated-orcid":false,"given":"Meagan O\u2019Neill","family":"Robichaud","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Emily","family":"Wang","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Amanda","family":"DeJesus","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Josh","family":"Dreyfus","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ollie","family":"Ganz","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"},{"name":"Department of Health Behavior, Society and Policy, Rutgers The State University of New Jersey, Piscataway, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1797-5248","authenticated-orcid":false,"given":"Julia","family":"Chen-Sankey","sequence":"additional","affiliation":[{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"},{"name":"Department of Health Behavior, Society and Policy, Rutgers The State University of New Jersey, Piscataway, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9135-8689","authenticated-orcid":false,"given":"Jon-Patrick","family":"Allem","sequence":"additional","affiliation":[{"name":"Division of General Internal Medicine, Rutgers Robert Wood Johnson Medical School, New Brunswick, New Jersey, USA"},{"name":"Institute for Nicotine and Tobacco Studies, Rutgers The State University of New Jersey, New Brunswick, New Jersey, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"239","published-online":{"date-parts":[[2026,7,27]]},"reference":[{"key":"2026072703050657000_tc-2026-060091v1.1","unstructured":"World Health Organization . 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