Exploring Advocacy And Policy Strategies To Change Video Game Content: A Focus On Tobacco

Objective: In this study, we aimed to understand video game industry stakeholders' perceptions of tobacco content in games and opportunities for public health advocates to reduce exposure to tobacco through games among youth. Methods: We conducted qualitative interviews with researchers and advocates in public health (N = 8); and people who have worked within the video game industry (N = 4). Results: Our interviews provided insights on the video game rating system as a means of handing controversial game content, the importance of research linking video game playing with health behaviors, the role of controversy in promoting changes to industry behavior, and First Amendment issues that arise when regulations are proposed. Conclusions: We identified potential strategies for reducing tobacco content in video games video games that youth play.