Young People Getting Exposed to Vape Marketing Online

Young people across the globe are encountering advertisements for nicotine pouches and vapes on social media, as highlighted by a report from the Campaign for Tobacco-Free Kids. This report reveals that major tobacco companies are using paid influencers and online contests to market their products. The study examined promotions for three products from British American Tobacco and Philip Morris International, which garnered over 3.4 billion views on social media, primarily on Instagram. Alarmingly, the content reached 16 million teenagers under 18, illustrating the concerning level of youth exposure. Despite legal restrictions in certain countries that prevent young people from buying vapes or e-cigarettes, these products remain accessible in other regions. Nicotine pouches, small flavored nicotine packages placed under the lip, have become increasingly popular. The report indicated that these tobacco companies aimed to inundate social media with advertising campaigns featuring influencers, discounts, and sports brand collaborations. Although Facebook and Instagram prohibit advertisements for nicotine products, it was discovered that the tobacco companies operated more than 50 social media accounts in at least 45 countries to promote their products. They also sponsored events to boost the visibility of vapes and pouches. British American Tobacco, in response to these findings, claimed that their products were meant exclusively for adult smokers and nicotine users. In light of this, the Campaign for Tobacco-Free Kids is calling on governments and social media platforms to eliminate illegal tobacco and nicotine advertising, stressing the critical need for unified efforts to shield young people from the detrimental impact of such promotions.