Analysing the content of social media posts related to tobacco and alcohol products viewed by adolescents: from the literature review process to the test of a content analysis tool

References to Tobacco and Alcohol Products (TAP) may have different shapes on Social Networking Sites (SNS) where youth are being particularly active. Several studies have documented the existing link between exposure to TAPs' messages inserted within popular media and behaviour related to these products. Given the potential influence of these messages on adolescents' behaviour, it is essential to document the characteristics of these messages. This presentation aims to share with the audience the methodology developed to document the nature of the messages associated to TAP embedded within adolescent's favourite celebrities' post. The content analysis methodology has been developed through a literature review to establish 122 variables from 1,050 articles selected. A digital tool helping to analyse the content of the different types of media found on SNS has been created and experimented on 1,095 post published by adolescent's 11 favourite influencers over a 12-month period. At the time of submission, the coding and analysis of the post is still ongoing. Initial results show that 17% of the sample (n=190) is showing TAP. The influencers' accounts are mainly associated to the entertainment category and their accounts are mainly verified (official account). Their number of followers range from 220,200 to 66,700,000. Most of the post currently analysed are videos. Wine or Champagne are the alcohol the most showed; hard liquor the second one. Traditional cigarettes are the tobacco products the most seen, waterpipes the second one. The user is mainly in a happy mood and using in a social context. More results will be ready to share for the conference in September 2022. Feedback on the tool and improvement recommendations have already been drawn by practitioners in order to alert policy makers.