Analysis of physicians’ statements on electronic cigarettes in YouTube videos in Türkiye: a thematic content analysis

Background: Electronic cigarettes (e-cigarettes) have become increasingly popular among both adults and young people seeking to quit smoking and have sparked significant debates regarding their health effects. The current study aims to analyze how physicians’ opinions in Türkiye address public health risks by examining the most-watched electronic cigarette videos on YouTube. Methods: The 16 most-watched YouTube videos in Türkiye featuring physicians discussing e-cigarettes were analyzed using thematic content analysis. The videos were chosen from searches conducted between April 2024 and December 2024 with the keywords “electronic cigarette,” “electronic cigarette use,” “harm of e-cigarettes,” “are e-cigarettes harmful,” “e-cigarette benefits,” “e-cigarette doctor” and “e-cigarette Physician.” Videos over 1 min with physicians as primary speakers and at least 1,000 views were included. The verbal content of physicians’ opinions in the videos was transcribed verbatim, and the analyzed videos were categorized into four main themes and eight sub-themes. Results: The analysis of the videos revealed that physicians emphasized the physical and psychological health risks of e-cigarettes, particularly their detrimental effects on the respiratory and cardiovascular systems. Nicotine addiction was highlighted as a persistent issue, with e-cigarettes perpetuating dependence rather than serving as a smoking cessation tool. Additionally, marketing strategies targeting younger demographics, such as flavored products and appealing advertisements, were identified as a significant factor in shaping misconceptions about the relative safety of e-cigarettes. While some physicians acknowledged a reduction in certain harmful substances compared to traditional cigarettes, the majority emphasized the long-term health effects of e-cigarettes and warned against assuming these products are less harmful. Conclusion: The findings reveal that physicians on YouTube predominantly adopt a cautious approach toward e-cigarettes, emphasizing their health risks and potential to perpetuate nicotine addiction. Marketing strategies targeting younger audiences were identified as a significant factor influencing public perceptions. These insights highlight the importance of health professionals engaging on digital platforms to address misconceptions and promote accurate, evidence-based information about e-cigarettes. © The Author(s) 2025.