JMIR Publications

ABSTRACT

Background:

Online information on e-cigarettes may influence people’s perception and use of e-cigarettes.

Objective:

This study aimed to assess and compare types and credibility of web-based information on e-cigarettes identified from Google (in English language) and Baidu (in Chinese language) search engines.

Methods:

We used key words “vaping” or “e-cigarettes” for Google search engine, and equivalent Chinese characters for Baidu search engine, and included the first 50 unique and relevant websites from each of the two search engines. The main characteristics, credibility of and claims made on included websites were systematically assessed and compared.

Results:

Relatively more included Baidu websites were owned by manufacturers or retailers than Google websites (33/50, 66% vs. 15/50, 30%; P<0.001). None of the Baidu websites, compared with 12 (24%) of the Google websites, were provided by public or health institutions. Baidu websites were more likely to contain e-cigarette advertising (P<0.001), and less likely to provide information on health education (P<0.001). The overall credibility of the included Baidu websites was lower than the Google websites (P<0.001). An age restriction warning was shown on all advertising websites from Google search engine (15/15), but only on 10 of the 33 (30%) advertising websites from Baidu search engine (P<0.001). Conflicting or unclear health and social claims were common on the included websites.

Conclusions:

Although conflicting or unclear claims on e-cigarettes were common on websites from both Baidu and Google search engines, there was a lack of online information from public health organisations in China. It is crucial to restrict e-cigarette marketing and reduce the attractiveness of e-cigarettes to young people by effectively implementing relevant regulations. Clinical Trial: Not applicable.