Study. Promotion of vaping products on Twitter in Australia

Australia has strong legislation at national and regional levels regarding the promotion of vaping products.[1]. However, the Internet and social networks represent media where the advertising ban is not respected. This results in exposure and promotion of vaping products across countries and to users of all ages.

In Australia, the federal government regulates the use of nicotine under the Therapeutic Goods Act 1989. States and territories manage laws governing the sale, age limits for purchase, display and promotion of vaping products and use in public places.[2]. An Australian study[3] investigated how e-cigarettes are presented and promoted on Twitter. A total of 1,303 tweets and accompanying images were collected between 2012 and 2018 via a list of 15 popular e-cigarette-related terms.

According to the analysis of tweets, a significant proportion of posts were devoted to the sale or promotion of vaping products (607/1303, 47%). These posts used methods to try to expand their customer base beyond immediate followers through competitions or giveaways. Those who wished to participate were encouraged to “like, comment or share” the various content, exposing the message to other users not necessarily interested in vaping. The potential health benefits and consequences of e-cigarettes were detailed in approximately 10% of all posts, reporting the perceived benefits associated with e-cigarette use. Fewer than 2% of posts contained a health warning or age restriction.

Promoting vaping products online makes them easier to buy

These promotional practices, combined with the ease with which consumers can purchase products online by clicking on a link, have led to exponential growth in online e-cigarette sales worldwide. Surveys of youth online purchases have confirmed the ease with which they can purchase e-cigarette products due to the lack of control over the required age of the purchaser [4]-[5].

According to a recent Stanford study[6], greater exposure to social media posts/promotions of vaping products is associated with a higher risk of e-cigarette use among adolescents. Exposure also leads to more positive perceptions of these products and a lower understanding of the associated health risks.

According to the authors, further research to develop strategies to counter the advertising and promotion of e-cigarettes is needed. The cross-border nature of social media presents a clear challenge that requires all Parties to implement a ban on tobacco advertising, promotion and sponsorship. Combating the advertising and promotion of these products is a public health challenge that will require cross-border cooperation among all Parties to the FCTC.

Tags: Australia, Twitter, vaping, youth ©Tobacco Free Generation

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[1] Greenhalgh, EM, & Scollo, MM. InDepth 18B: Electronic cigarettes (e-cigarettes). In Greenhalgh, EM, Scollo, MM and Winstanley, MH [editors]. Tobacco in Australia: Facts and issues. Melbourne: Cancer Council Victoria; 2020. Available from: http://www.tobaccoinaustralia.org.au/chapter-18-harm-reduction/indepth-18b-e-cigarettes [2] Ibid [3] McCausland K, Maycock B, Leaver T, Wolf K, Freeman B, Thomson K, Jancey J, E-Cigarette Promotion on Twitter in Australia: Content Analysis of Tweets JMIR Public Health Surveillance 2020;6(4):e15577 [4] Knopf A. FDA warns against underage use of JUUL, cracks down on sales. The Brown University Child and Adolescent Behavior Letter 2018;34(6):3-3 [5] Mackey TK, Miner A, Cuomo RE. Exploring the e-cigarette e-commerce marketplace: Identifying Internet e-cigarette marketing characteristics and regulatory gaps. Drug Alcohol Depend 2015;156:97-103 [6] Erin A Vogel, PhD, Danielle E Ramo, PhD, Mark L Rubinstein, MD, Kevin L Delucchi, PhD, Sabrina Darrow, PhD, Caitlin Costello, MD, Judith J Prochaska, PhD, MPH, Effects of Social Media on Adolescents' Willingness and Intention to Use E-Cigarettes: An Experimental Investigation, Nicotine & Tobacco Research, , ntaa003, https://doi.org/10.1093/ntr/ntaa003 National Committee Against Smoking |