| Sumario: | Cigar smoking is increasingly common among adolescents who perceive cigars as less harmful than cigarettes. This perception of reduced harm is especially true for cigars that are user-modified by removing the tobacco binder through a process called ‘freaking’. Little is known about ‘freaking’ and this multi-study, mixed-methods analysis sought to understand better the rationale and prevailing beliefs about this smoking practice using YouTube videos. In Study 1, we conducted a descriptive content analysis on the characteristics of 26 randomly sampled cigar product modification (CPM) videos posted during 2006–10. In Study 2, a thematic analysis was performed on the transcripts of commentary associated with each video to characterize viewers’ comments about video content. Study 1 results revealed that 90% of videos illustrated a four-step CPM technique: ‘Loosening the tobacco’; ‘Dumping the tobacco’; ‘Removing the cigar binder’ and ‘Repacking the tobacco’. Four themes related to the purpose of CPM were also derived from video content: ‘Easier to smoke’ (54%), ‘Beliefs in reduction of health risks’ (31%), ‘Changing the burn rate’ (15%) and ‘Taste enhancement’ (12%). Study 2 results concerning the content characteristics of video comments were categorized into three themes: ‘Disseminating information/answering questions’ (81%), ‘Seeking advice/asking questions’ (69%) and ‘Learning cigar modification techniques’ (35%). Favorable comments were more common (81%) compared to unfavorable (58%) and comment content suggested low-risk perceptions and poor understanding of smoking harms. These findings highlight a novel means for youth to access information concerning CPM that may have important implications for tobacco control policy and prevention.
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