A study by York University researchers found that viewing e-cigarette advertising and content on social media - often endorsed by celebrities and social media influencers - fueled the popularity of e-cigarettes among young users.
The findings were published in the journal PLOS Global Public Health. Researchers conducted 11 studies on social media networks including Twitter, YouTube, Snapchat, Facebook and Instagram. The review said they found evidence that labeling strategies commonly used for e-cigarettes produce more users and more intention to use among young people.
They also found that these strategies led to more young people taking up e-cigarettes and increased the overall number of e-cigarettes smoked. Some of these marketing strategies include sponsorships from celebrities and social media influencers, as well as a focus on the appeal of e-liquids, including flavors and nicotine content.
Luana Chacon Santos, lead author of the study from the Department of Health Sciences at the University of York, said: "It is becoming increasingly clear that the normalization of e-cigarettes among young people may lead to the loss of vaping in the old tobacco industry. The harmful patterns seen in e-cigarettes are repeating themselves. Social media platforms have become powerful marketplaces for e-cigarette sales, and stricter laws are urgently needed to address issues in this area."
The researchers looked at studies from English-speaking countries and analyzed the impact of social media promotion of e-cigarettes on people aged 10 and over.
Most of the studies included in the review were conducted in the United States, where e-cigarette research has been increasing, which may be related to the 2019 outbreak of hospitalizations and deaths from lung injury related to e-cigarette use or vaping.
Dr Su Golder, assistant professor in the Department of Health Sciences at the University of York, said: "In scoping reviews it is common for several different sub-theories to emerge, but it is noteworthy that all of our studies presented Same results. Exposure to this type of propaganda does have an impact on young people; as a result, they are more likely to try, start, or even increase their smoking habit. While we are tempted to say more research is needed, we have We see very clearly what is happening and we need to take action sooner".
The British government recently announced that it will take steps to ban disposable e-cigarettes and prohibit shops from marketing disposable e-cigarettes to children. However, these measures do not include campaigns targeting social media.
"Any measures to reduce exposure to minors should include limiting the online sale of these products on social media," Santos added.
