Belgium to hit back at influencers promoting tobacco

The Belgian Minister of Health has announced increased surveillance and sanctions against influencers who promote tobacco products on social media.

Widely used by teenagers and young adults, social networks have established themselves in recent years as major sources of commercial promotion. Tobacco manufacturers were among the first to rely heavily on this medium to promote their new tobacco and nicotine products: heated tobacco, capsule electronic cigarettes, nicotine pouches. For example, The Guardian newspaper revealed in 2021 that British American Tobacco (BAT) had invested one billion pounds sterling (1.16 billion euros) in promoting its new products on social networks[1].

Alongside these products and despite claims that they are moving away from smoked tobacco, tobacco companies also continue to promote their conventional tobacco products through social media. Researchers at the University of Milwaukee Public Health have identified on Instagram, between July 31, 2022 and March 31, 2023, 183 publications promoting the use or sale of tobacco and nicotine products and 34 counter-marketing publications. Tobacco products (hookahs, cigarillos) were the majority (54.6 %) among the products promoted, ahead of accessories and vaping products.

It is to combat these two phenomena that Frank Vandenbroucke, the Belgian Minister of Health, has decided to strengthen surveillance and sanctions against influencers who promote tobacco and nicotine products.

Reminder of the ban on advertising tobacco and nicotine products

For Frank Vandenbroucke, the fight against advertising for tobacco and nicotine products is fully in line with the 2022-2028 Inter-federal Strategy for a Tobacco-Free Generation[2]. He recalled that "This ban applies to all broadcast channels, including social media." He also announced, starting from 1 January 2025, a reinforced budget over three years to increase the staff of the inspection service of the Federal Public Service for Public Health (FPS Public Health) and to better regulate online commerce and advertising.[3]The aim is to distinguish infringements of advertising by influencers from other infringements of all advertising. Seven influencers, whose identities have not been revealed, have already been identified by the authorities for promoting an online e-cigarette store.

For MP Catherine Fonck, from the Les Engagés party, the promotion of tobacco on social networks is not limited to the promotion of a brand, but includes all smoking behaviors, such as having a cigarette in the mouth or in the hand.[4]. What she considers to be a "disguised advertising", when these messages or behaviors appear on TikTok or Instagram, is known as “behavioral placements.” As is also the case with cinema, the power of influence of social networks on adolescents and young adults then acts through identification and mimicry.

A meta-analysis by the Truth Initiative organization has shown that exposure to content on social networks strengthens product adherence, facilitates initiation and reinforces the habit of product use.[5]. This study indicated that social networks also constitute an opportunity for manufacturers to spread misleading or unverified beliefs and information.

Enforcing the law requires resources

Many countries have banned advertising, promotion and sponsorship of tobacco products, as required by Article 13 of the WHO Framework Convention on Tobacco Control (FCTC). Some have extended this ban to vaping products, but enforcing these bans remains a constant challenge, particularly with regard to online communications. Enforcing these provisions therefore requires resources, such as the efforts undertaken by the Belgian Minister of Health.

Keywords: Belgium, social networks, advertising, Interfederal Strategy 2022-2028

M.F.

[1] Davies R, Chapman M, Tobacco giant bets £1bn on influencers to boost 'more lung-friendly' sales, The Guardian, published February 20, 2021, accessed January 17, 2024.

[2] Interfederal strategy 2022-2028 for a tobacco-free generation, General Drug Policy Unit, version of March 23, 2022, 10 p.

[3] Swysen D, Frank Vandenbroucke declares war on influencers who advertise tobacco products, SudInfo, published on January 11, 2024, consulted on January 17, 2024.

[4] Phelippeaux C, Influencers promoting tobacco are under scrutiny in Belgium, Internet People, published January 15, 2024, consulted January 17, 2024.

[5] Industry influencer: how tobacco content is infiltrating social media, Truth Initiative, published July 20, 2023, accessed January 17, 2024.