Assessing the Quality of Online Consumer Health Information on E-Cigarettes: A Cross-Platform Analysis of TikTok, Bilibili, and Xiaohongshu

Short videos are a primary source of health information, but algorithmic distribution challenges consumer health literacy. This cross-sectional study evaluated 386 e-cigarette educational videos across TikTok, Bilibili, and Xiaohongshu using a multidimensional framework (content integrity, VIQI, GQS, and mDISCERN). Results showed suboptimal overall quality (mean score 37/70). While content by healthcare professionals significantly outperformed user-generated videos, it often lacked algorithm-driven visibility. To combat misinformation, health information professionals must guide consumers to reliable resources, and platforms should establish clear source credibility indicators, empowering users to make informed, evidence-based health decisions.