Tobacco-prevention messages online: social marketing via the Web.

Antitobacco groups have joined millions of other commercial or noncommercial entities in developing a presence on the Web. These groups primarily represent the following different sponsorship categories: grassroots, medical, government, and corporate. To obtain a better understanding of the strengths and weaknesses in the message design of antitobacco Web sites, this project analyzed 100 antitobacco Web sites ranging across these four sponsorship categories. The results show that the tobacco industry sites posted just enough antismoking information to appease the antismoking publics. Medical organizations designed their Web sites as specialty sites and offered mostly scientific information. While the government sites resembled a clearinghouse for antitobacco related information, the grassroots sites represented the true advocacy outlets. In general, the industry sites provided the weakest persuasive messages and medical sites fared only slightly better. Government and grassroots sites rated most highly in presenting their antitobacco campaign messages on the Web.