Online tobacco advertising: 40% of those affected are under 25

According to a report by Tobacco Free Kids, manufacturers Philip Morris International and British American Tobacco have targeted more than sixty countries to advertise their new products on social media since 2018. Although the tobacco companies claim not to target younger generations, 40% of the audiences exposed to these ads are under 25 years old.

The report focuses on the marketing strategies of two players in the tobacco and nicotine industry on the main social networks: Instagram, Facebook, X (formerly Twitter), TikTok and Youtube. First, British American Tobacco (BAT) for its Vuse e-cigarette and its nicotine pouches (Velo). Then, Philip Morris International, with IQOS, its heated tobacco device[1].

150 million young people under 25 targeted by advertising

According to Tobacco Free Kids, content promoting Velo, Vuse and IQOS has been viewed on social media more than 3.4 billion times by over 385 million people worldwide. Of this total population exposed to manufacturers' advertising, 40% were under the age of 25, corresponding to 150 million people. These ads also reach minors, as 16 million young people under the age of 18 were exposed to these ads.

An “immersive” advertising strategy for new tobacco and nicotine products

Manufacturers are rolling out a massive social media advertising campaign aimed at creating an immersive "surround sound" marketing effect. [2]", structured around several strategies and distribution channels:

• Direct marketing of products : British American Tobacco and Philip Morris operate at least 56 social media accounts in 45 countries. These accounts, which can have tens of thousands of followers each, distribute advertising and promotional content.
• Influencers : The tobacco industry mobilizes prescriptive personalities to ensure the advertising of their new products. In order to address the widest possible audience, these influencers come from various backgrounds: the world of art and music (actors, musicians, DJs, etc.), fashion, lifestyle (fitness, travel, etc.), or even the world of sport. Generally, the mobilization of large influencers aims to increase the visibility of a brand, while small influencers are used more to access niche targets.
• Paid sponsorships : This strategy allows manufacturers to expose users of the networks to links that redirect them to purchase pages for their new products. While paid sponsorship for tobacco and nicotine is not a priori authorized on Facebook and Instagram, these rules are not respected by BAT and Philip Morris.
• Sporting events : The tobacco industry's collaboration with major sports brands, particularly automotive brands, is a strategy developed by manufacturers for several decades, and continues online.
• The field of arts and creation : manufacturers offer collaborations and partnerships with brands and personalities from culture, arts and fashion, such as Elle, Vice or Conde Nast Traveller.
• Promotional offers : Philip Morris and British American Tobacco are also using digital platforms to develop promotional offers, through competitions, gift cards and promotional codes.

Total ban on cross-border advertising at stake

Tobacco Free Kids believes that aggressive advertising campaigns by the tobacco and nicotine industry should be subject to stronger regulation, including bans on cross-border advertising. As Tobacco Free Kids points out, 183 parties to the WHO Framework Convention on Tobacco Control (FCTC) will meet in February 2024 in Panama, where governments will consider adopting specific guidelines on cross-border digital advertising, including on social media. These guidelines could help countries more effectively ban cross-border advertising of tobacco and nicotine products, including on social media.

Keywords: Online advertising, Philip Morris International, British American

FT

[1] Campaign For Tobacco Free Kids, #SponsoredByBigTobacco Tobacco & Nicotine Marketing on Social Media, 08/12/2023, (accessed 12/12/2023)

[2] "Surround sound" can be translated as "multichannel sound" and refers to a strategy aimed at creating a permanent background noise