New research shows that the vast majority of YouTube and Instagram content about e-cigarettes promoted their use, and typically the content does not contain age and/or health warnings.
A study published in BMC Public Health (2023) documents a snapshot of online user-generated content and influencer marketing related to e-cigarettes on YouTube and Instagram.
Scoping review of relevant e-cigarette-related content on two social media platforms popular with youths, YouTube and Instagram, between June and August 2021.
Vaping was portrayed positively on social media; of the posts analysed, 86.5% (n = 90 of 104) of Instagram posts and 66.0% (n = 64 of 97) of YouTube videos.
Warnings about age restrictions and health (e.g., nicotine addiction/toxicity) did not feature in the majority of posts; 43.3% (n = 42) of YouTube videos (n = 42) contained an age warning compared to 20.2% of Instagram posts (n = 21).
Read the full study text: https://link.springer.com/article/10.1186/s12889-023-15389-1
Learn more about the Vaping (E-Cigarette) Prevention Plus Wellness Media Campaign designed to provide e-cigarette use prevention and healthy lifestyle behavior promotion messages in print and social media: https://preventionpluswellness.com/products/vaping-e-cigarette-prevention-plus-wellness-media-campaign