Tobacco companies use online advertising to promote products, with young people a key target

According to reports, a study shows that posts promoting nicotine pouches and e-cigarettes on social media have been viewed over 3.4 billion times, with young people being a key target.

Recently, the Guardian reported that a study revealed that hundreds of millions of social media users have browsed posts promoting nicotine pouches and e-cigarettes. Young people, in particular, have become a primary target for advertising smoking alternatives.

The study was launched by the Campaign for Tobacco-Free Kids, highlighting how companies employ "aggressive" strategies to promote smoking alternatives through discounts, giveaways, and paid influencers.

The organization warns that these ads are sweeping across social media, attracting countless young viewers. The report states that 40% of the audience is under 25, with 16 million viewers under 18. Most views come from Instagram.

In the first study of its kind, the charity examined three brands: Velo, nicotine pouches sold by British American Tobacco; Vuse, another e-cigarette sold by BAT; and IQOS, a heated tobacco product sold by Philip Morris International, the manufacturer of Marlboro cigarettes.

A British American Tobacco spokesperson stated that the company clearly indicates that its e-cigarettes and nicotine pouches "are intended only for adult smokers and nicotine users." They said that anyone seeking to partner with them must be over 25 and "ensure that the vast majority of followers are over 18."

A spokesperson for Philip Morris stated, "Due to the inability to fully analyze the report," they "cannot provide a comprehensive response." A spokesperson added, "Responsible sales and marketing are PMI's top priorities." They stated that the company communicates its products to an adult audience.

Campaign for Tobacco-Free Kids CEO, Matthew Myers, stated that this report "should sound the alarm on improper marketing."

The charity hopes that social media companies will take legal responsibility to proactively identify and remove any illegal tobacco and nicotine product marketing from their platforms.

The research further shows that posts promoting smoking alternatives have garnered over 3.4 billion views on social media platforms. This data highlights the significant presence of smoking alternatives in social media advertising and underscores the urgent need for regulation and oversight.