Analysis of internet educational websites on tobacco cessation: A content analysis

Introduction

There have been significant changes in the lifestyles of individuals in the past few decades, which has led to increased morbidity and mortality worldwide.¹ Habits such as tobacco use, alcohol, diet and other lifestyle factors have been implicated as cause of diseases such as cancers of the body, including oropharyngeal cancer.^2–4 The disease burden is higher in underdeveloped and developing countries than in their economically stable counterparts. The hallmark of these diseases is their preventability. Among adolescents and adults, the burden seen is staggering. According to Global Youth Tobacco Survey (GYTS) and Global Adult Tobacco Survey (GATS), tobacco usage is seen to be 14.6% and 28.6% respectively. With effective motivation and implementation of programs aimed at tobacco control, the burden of such deadly diseases can significantly be decreased. Effective tobacco cessation techniques and internet web contents like websites, applications, and e-educational content can help overcome addiction and reduce the disease burden in society.^5,6

Recent decades have also witnessed a substantial rise in the number of individuals using mobile and smartphones and, with it, the internet. Everyone with a smartphone now has easy access to information on the internet, which can have a significant impact on an individual’s lifestyle.⁷ Regardless of the background of individuals, they can now browse the internet for information related to various health-related issues and conditions.^8,9

Various web resources like websites, applications, e-educational contents on tobacco etc., can provide information about tobacco cessation to general population.⁷ This raises concerns about the quality of information on tobacco cessation and the contents of the same information on the internet, which may or may not be optimal, credible and standardized. Very few investigations reported in the literature have explored the content, quality and readability (comprehensibility) of internet resources on tobacco cessation. They can provide valuable information paving the way for standardizing this tobacco cessation content on various websites specifically tailored to reach common men.

Hence, the present study aimed to evaluate the quality and readability of the contents of various resources on internet websites about tobacco cessation. Objectives: i) To evaluate the readability of internet content (Google) regarding tobacco cessation using Flesch–Kincaid readability tests. ii) Evaluate the quality of the internet content (Google) regarding tobacco cessation by using the JAMA (Journal of the American Medical Association) benchmark, HONcode (The Health on the Net Code of Conduct) and DISCERN (Discerning the Quality of Information for Choosing Treatments) questionnaire.

Methods

The present study was performed using a review of the internet content on tobacco cessation. The study design employed was Cross Sectional for Health Technology Assessment. Google, a common search site, was deployed to search for content on tobacco cessation. The search term used was “How to quit Tobacco?”. After discussion with two Institutional Tobacco Cessation Cell subject experts, the search term was arrived at. Fifty websites that appeared first on the specific day were reviewed for their content, readability & quality. Two experts ABR and KC scored the parameters to do away with the subjectivity bias. In case of any discrepancy in the score between two experts, final decision will be based on the analysis of expert R. Reliability was checked using kappa statistics, whose value was 1 indicating total agreement. Inclusion criteria were websites that are patient focused and websites that do not involve any cost or subscription. Websites that were password-protected and contained only videos and journals were excluded.

Selected websites after screening were evaluated for their quality, content and readability. Flesch–Kincaid readability tests^10,11 evaluated the readability of the internet source. Flesch–Kincaid readability tests include Flesch readability ease and Flesch–Kincaid grade level. The JAMA benchmark,^12,13 HONcode,^13,14 and DISCERN questionnaire were used to assess website quality.¹⁵

Results

Forty-three websites were reviewed. Seven websites were not included because they did not fulfil the inclusion criteria; hence A total of 21 (49%) websites were of standard Readability with an Ease Score of the Flesch–Kincaid readability test. Overall, 13 (30%) websites had a fairly easy readability ease score. Readability Grade Level analysis of the Flesch–Kincaid readability test indicates that a majority of 14 (33%) websites could be read by individuals lower than 5^th grade, while 13 (30%) websites could be read by individuals belonging to 6^th grade. A total of 5 (12%) websites could be read by individuals belonging to 8^th grade ( Table 1).

The findings of the current study indicate that a total of 10 (23%) of the websites satisfied all 4 JAMA benchmarks for quality and reliability of the content. Overall, the number of websites satisfying 1, 2 and 3 of the JAMA benchmarks was 6 (14%), 7 (16%) and 19 (44%), respectively. A total of 41 (95%) websites satisfied the JAMA benchmark of disclosure, while a total of 15 (35%) websites satisfied authorship criteria. It was also observed that a total of 8 (19%) websites did not have HONcode certification, while a total of 35 (81%) websites had HONcode certification.

The median and mean scores for questions in DISCERN-16. It can be observed that the mean score was maximum for item number 1 and was minimum of 2.91 for item numbers 5, 6 and 8. Item number 5,6 and 8 speaks on clarity, bias and areas of uncertainty. A majority of 21 (49%) of the websites as assessed by DISCERN-16 belonged to the fair category, while none of the websites belonged to the very poor and excellent categories.

The results of the correlation analysis indicate that there were significant associations between HonCODE certification and DISCERN total scores (p=0.021), DISCERN S1 (p=0.033) and DISCERN S2 (p=0.021). It can also be observed that there were statistically significant associations between DISCERN-S1 and DISCERN-S2, DISCERN-S1 and DISCERN-S3, DISCERN-S1 and DISCERN-16 total, DISCERN-S2 and DISCERN-S3, DISCERN-S2 and DISCERN-16 total, DISCERN-S3 and DISCERN-16 total. There were also statistically significant associations between HonCODE certification and DISCERN S1, DISCERN-S2 and DISCERN-16 total scores. Additionally, significant associations were found between FK ease and FK grade scores ( Table 2).

Discussion

There have been significant advancements in the field of information technology and mobile phone services. These developments are very dynamic and are witnessing tremendous growth every passing day.⁹

The present study employed F–K readability, consisting of Flesch ease and grade level in place of a similar index such as the SMOG index. One of the issues with the use of the SMOG (Simple Measure of Gobbledygook) index has been its tendency to forecast readability 2 grades higher than the other estimates. The SMOG index depends upon the strict criteria of 100% accurate answers by participants. The current study's findings indicate that the Ease Score was standard and fairly easy for most of the content included in the study. The current study contrasts with those reported by Wiriyakijja et al.,¹⁷ for websites on oral leukoplakia and Diniz-Freitas et al.,¹⁸ for tobacco cessation net-contents.

Material in the current study was primarily readable by individuals lower than 5^th grades and in agreement with the study conducted by Joury et al.¹⁹ The National Institutes of Health recommended readability age is between 7^th and 8^th grades. However, reduced reading grades lead to dilution of contents.

The results of the present study indicate that 23% of the websites fulfilled all the JAMA (Journal of the American Medical Association) benchmarks. In a similar study conducted by Wiriyakijja et al., it was noted that 17% of websites on oral leucoplakia fulfilled all four JAMA benchmarks,¹⁷ and Ni Riordain et al., observed that 45% of websites on head and neck cancer fulfilled all four JAMA benchmarks.²⁰ Diniz-Freitas et al.,¹⁸ who observed that none of the websites related to tobacco cessation services by dentists fulfilled all 4 JAMA benchmarks. A majority of the JAMA benchmarks fulfilled in the present study include disclosure (95%) and attribution (79%). The findings are in concordance with those reported by Wiriyakijja et al.,¹⁷ for websites on oral leucoplakia but in disagreement with those observed by Diniz-Freitas et al.,¹⁸ for websites on tobacco cessation services by dentists. Authorship and currency were the frequently fulfilled JAMA benchmark in websites on adult orthodontics, as reported by McMorrow et al.²¹

The Health on the Net Code of Conduct (HONcode) is a set of guidelines for medical and health websites that aims to improve the quality of health information on the internet. Its usually seen at the end of the internet content. It was observed in study that 81% of the sites lacked HONcode certification, which is in agreement with those observed by Wiriyakijja et al., Diniz-Freitas et al.,¹⁸ and Joury et al.¹⁹ and in disagreement with the reports of McMorrow et al.²¹ It has been reported by Ni Riordain et al., that 39% of websites had HON code seals.²⁰ HON code assesses ethics and reputation rather than quality and information.

The number of subjects browsing internet sources for health information has considerably increased in the recent decade.²² This finding shed light on the importance of the ease and readability of available content.¹⁷ Reliability of information in the field of oral cancer in different languages is also not standardized.²³

Reading readily available internet content pertaining to tobacco increases anxiety due to the realization of unmet health needs.²⁴ Increased levels of anxiety may also be related to poor health outcomes, and low compliance with treatment regimens and instructions. Therefore, there is a definite need for accurate information related to tobacco cessation on the internet.

Varela-Centelles et al., observed that the overall quality for oral cancer in health care professionals (HCP) addressed websites were of good standards.²⁵ There needs to be a consensus on what constitutes good information for patients who are seeking information on the internet on tobacco cessation.

On the other hand, it can be observed that there is information overload on the internet, and there can be information that is conflicting in nature.²⁶ The subjects need to be sensitized about the issues related to information overload, such as dubious information sources and the availability of too much information for one’s perusal. Patients may specifically be interested in the treatment outcomes associated with tobacco cessation services in particular. This may shape the patients’ expectations to be more realistic in nature, and the patients may be more receptive of various treatment outcomes.²⁷

Various factors might influence the diverse nature of information available on the internet. Various websites are fabricated by a wide variety of individuals hailing from diverse philosophical backgrounds. The purpose of website preparation may also be very different. Moreover, health literacy levels, and access to the internet may vary among patients.

Limitations of the present study will have to be borne in mind. The cross-sectional design of the study and the inclusion of a limited number of websites are its limitations. Internet content is very dynamic and is constantly changing by day. Further studies that consider a greater number of websites need to be conducted. The assessment of the content of the websites was performed by using a checklist prepared specifically for the present study. All the issues related to tobacco cessation may not be encompassed by this checklist. The websites excluded in the present study might be viewed by the patients. The present study also excluded scientific articles and books, which might be good sources of accurate information. The websites were evaluated by a dentist who was qualified and specifically trained for the purpose of the study. This type of dentist might have greater knowledge than those who check the websites. The trained dentist may also be more critical in analysing the contents of the websites than the common person.

Conclusions

It can be observed that the read-ability ease and read-ability grade levels of the websites related to tobacco cessation were not easily read and understandable by the common man. Very few websites fulfilled all the JAMA benchmarks and had HONcode certification. There is a definite need for stricter rules and regulations for websites providing information related to tobacco cessation. There is a need for policy change to reinforce stricter regulation.