BMC public health · 2026
The quality of video information related to smoking cessation on mainstream short-video platforms in China: a cross-sectional study.
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Qiu Xingwang, Shi Yuancen, Luo Xia, Yuan Shixuan, Zhang Jin, Guan Hua
Аннотация
BACKGROUND: Tobacco use remains one of the greatest public health challenges worldwide. Social short-video platforms have become the primary channel through which the public obtains smoking-cessation information. Grounded in the Health Belief Model and the Theory of Planned Behavior, this study evaluates the information quality of smoking-cessation short videos on Chinese short-video platforms.
METHODS: We analyzed 262 video samples from four major platforms-TikTok, Kwai, Bilibili, and BuzzVideo. Two researchers who received standardized training independently evaluated each video using the Medical Quality Video Evaluation Tool (MQ-VET), the Global Quality Scale (GQS), and the mDISCERN score. Finally, we performed multiple linear regression to identify factors influencing video quality and user interaction.
RESULTS: Of the 262 videos included, only 17.6% were produced by medical experts. Overall information quality was low: median MQ-VET was 44 (41-47), median GQS was 2 (2-3), and median mDISCERN was 2 (1-2). In multivariable regression, videos produced by Medical experts (β = 0.586, p < 0.001) and by Public welfare organizations (β = 0.130, p = 0.001) had significantly higher quality than those produced by Individual users. For user engagement, measured by number of likes, information quality (MQ-VET) (β = 0.215, p = 0.009), TikTok as the platform (β = 0.358, p < 0.001), and Bilibili as the platform (β = 0.485, p < 0.001) were significant positive predictors. Quality scores correlated positively with user interaction (ρ = 0.14-0.35, p < 0.005), whereas video duration correlated negatively with interaction (ρ = -0.14 to -0.29, p < 0.01).
CONCLUSION: Content about smoking cessation on mainstream Chinese short-video platforms is predominantly user-generated, and it is often fragmented, scientifically weak, and lacking elements of behavior-change psychology. Despite these shortcomings, high-quality videos still attract substantial user engagement. To harness the broad reach of these platforms, we propose constructing a four-party cooperation framework among government, platforms, experts, and users grounded in the "Healthy China 2030" initiative, establishing a quality-certification system, and incentivizing medical experts to produce rigorous, high-quality content.
METHODS: We analyzed 262 video samples from four major platforms-TikTok, Kwai, Bilibili, and BuzzVideo. Two researchers who received standardized training independently evaluated each video using the Medical Quality Video Evaluation Tool (MQ-VET), the Global Quality Scale (GQS), and the mDISCERN score. Finally, we performed multiple linear regression to identify factors influencing video quality and user interaction.
RESULTS: Of the 262 videos included, only 17.6% were produced by medical experts. Overall information quality was low: median MQ-VET was 44 (41-47), median GQS was 2 (2-3), and median mDISCERN was 2 (1-2). In multivariable regression, videos produced by Medical experts (β = 0.586, p < 0.001) and by Public welfare organizations (β = 0.130, p = 0.001) had significantly higher quality than those produced by Individual users. For user engagement, measured by number of likes, information quality (MQ-VET) (β = 0.215, p = 0.009), TikTok as the platform (β = 0.358, p < 0.001), and Bilibili as the platform (β = 0.485, p < 0.001) were significant positive predictors. Quality scores correlated positively with user interaction (ρ = 0.14-0.35, p < 0.005), whereas video duration correlated negatively with interaction (ρ = -0.14 to -0.29, p < 0.01).
CONCLUSION: Content about smoking cessation on mainstream Chinese short-video platforms is predominantly user-generated, and it is often fragmented, scientifically weak, and lacking elements of behavior-change psychology. Despite these shortcomings, high-quality videos still attract substantial user engagement. To harness the broad reach of these platforms, we propose constructing a four-party cooperation framework among government, platforms, experts, and users grounded in the "Healthy China 2030" initiative, establishing a quality-certification system, and incentivizing medical experts to produce rigorous, high-quality content.