Perception of pro and anti-tobacco product content on the internet according to sexual orientation in the Brazilian population

Smoking prevalence is higher among LGBTQIAPN+ individuals. Little is known about the reach of tobacco control measures within this group in Brazil. This study aims to assess perceptions of proand anti-tobacco internet content, according to sociodemographic and tobacco use variables, stratified by sexual orientation. Data from the 2019 National Health Survey were used to estimate the proportions of perception of proand anti-tobacco information, along with their respective 95% confidence intervals, among heterosexual and homosexual/bisexual groups. These estimates were analyzed based on sociodemographic characteristics, use of smoked tobacco products, use of electronic smoking devices, exposure to secondhand smoke, and screen time. Homosexual and bisexual individuals perceived more frequently both proand anti-tobacco media on the internet compared to heterosexual individuals. Moreover, 38.6% of homosexual and bisexual smokers reported perceiving anti-tobacco messages online - a significantly higher percentage than that reported by heterosexual smokers (16.8%). Our findings suggest greater exposure of homosexual and bisexual individuals to smoking prevention and cessation content in digital environments. Data that allow for a more detailed characterization of both exposure to and perception of anti-tobacco messages are essential to guide future actions and reduce the high prevalence of smoking within this group.

Keywords:
Sexual and gender minorities; Tobacco use; Internet; Tobacco advertising; Anti-smoking campaigns.