France: Young adults highly exposed to tobacco on social networks

On the occasion of World No Tobacco Day, held on May 31, the League Against Cancer unveiled the results of its investigation showing the influence of digital platforms and media on tobacco consumption among young adults in France. 85% of young adults reported having been exposed to content showing tobacco on social networks and 46% of respondents reported that this content makes them want to smoke[1]. This survey was conducted by YouGov among 1,002 people aged 18 to 34 in May 2024.

Even greater exposure for Generation Z

According to the survey results, the vast majority (85 %) of young adults aged 18 to 34 say they have been exposed to scenes, videos, or photos showing tobacco consumption through digital channels (social networks, streaming platforms, video games) over the past six months. This exposure is even greater among young people from Generation Z (people born between 1997 and 2010), since 93% reported having been exposed to content highlighting tobacco (compared to 81% among people from Generation Y – born between 1980 and 1996). Scenes of tobacco consumption are visible in particular on social networks (63 %), on streaming platforms (52 %) and, to a lesser but not insignificant extent, on video game sites (39 %). In total, nearly a third (32%) of all respondents indicate that they find actors, influencers and video game characters who smoke "attractive" and 46 % of them agree that exposure to tobacco consumption through digital platforms and media makes them want to smoke. The proportion increases to 70 % for smokers. For Generation Z, the proportion is even more massive with 56% of them stating that exposure to tobacco consumption through these platforms makes them want to smoke. The lack of regulation on these platforms is highlighted by the League, which denounces a "trivialization" of tobacco consumption in France. Yana Dimitrova, head of prevention at the League, calls on the " government officials and public authorities to put an end to these product placements, which are probably orchestrated by tobacco industry lobbies."

Similar findings on social media for other nicotine products

In a report^[2] Also published on May 31, the National Committee against Smoking (CNCT) reveals the results of its observatories on new tobacco and nicotine products. This reports a quantitatively very significant advertising phenomenon in 2023 on social networks for vaping products and other nicotine products such as nicotine pouches and pearls. The CNCT noted 1,066 advertising inserts on social networks (Facebook, X and Instagram). Whatever the type of product, the elements noted very often go beyond the simple informative character and encourage, for many of them, consumption, according to the association. Thus, we find as a sales argument the highlighting of sweet/fruity flavors and their great diversity (41% of the advertisements noted), the presentation of the product describing its advantages (27%), the highlighting of promotional offers (17%). The results also reveal that the sale of these nicotine products remains very accessible to minors since of the fifteen websites monitored by the association, only one has implemented stricter controls on the age of the buyer.

©Generation Without Tobacco

AE

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[1] The League Against Cancer warns of the exposure of young people to tobacco consumption on the Internet, France Info, published on May 28, 2024, consulted on June 3, 2024 ^[2] CNCT 2024 Report on New Tobacco and Nicotine Products National Committee Against Smoking |