@article {Freeman778, author = {B Freeman and S Chapman}, title = {Gone viral? Heard the buzz? A guide for public health practitioners and researchers on how Web 2.0 can subvert advertising restrictions and spread health information}, volume = {62}, number = {9}, pages = {778--782}, year = {2008}, doi = {10.1136/jech.2008.073759}, publisher = {BMJ Publishing Group Ltd}, abstract = {Many nations have banned or curtailed advertising of potentially harmful products to protect public health, particularly in the area of chronic disease control. The growth in Internet-based marketing techniques is subverting these advertising regulations. Explosive rises in use of social networking and user-generated content websites is further fuelling product promotion through electronic media. In contrast, there is a very limited body of public health research on these {\textquotedblright}new media{\quotedblbase} advertising methods. This paper provides an overview of these advertising methods and details examples relevant to chronic disease control. There is a vast untapped potential for health practitioners and researchers to exploit these same media for health promotion.}, issn = {0143-005X}, URL = {https://jech.bmj.com/content/62/9/778}, eprint = {https://jech.bmj.com/content/62/9/778.full.pdf}, journal = {Journal of Epidemiology \& Community Health} }