Most social media platforms have content policies that expressly prohibit the promotion of tobacco product use, including e-cigarettes, but these are routinely violated with little or no consequences, say these academics from Curtin University.
Commentary: No, vapes aren’t 95% less harmful than cigarettes. Here’s how this decade-old myth took offIn our recently published study, we looked at the ways e-cigarettes are being advertised and promoted on TikTok. We analysed 264 English language user-generated e-cigarette videos and evaluated them against TikTok’s own content policy in February 2022.More than one-quarter of the videos clearly violated TikTok’s content policy and promoted vaping products for purchase..
Popular posts also included references to vape tricks , with early research showing adolescents often identified vaping tricks as the reason they started using e-cigarettes. Posts also used humour, which is an effective tool to reach young social media users. This is a problem because social media platforms have a clear financial incentive not to punish people who breach their policies.
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