Tobacco advertising on TVer, Japan’s ad-supported video-on-demand platform: a commercial message content analysis

BACKGROUND: 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. METHODS: 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. RESULTS: ) 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. CONCLUSIONS: ) 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.