Illegal advertising for tobacco and nicotine: CNCT highlights persistent online practices

A recent study by the National Committee against Smoking (CNCT) reveals that illegal advertising for tobacco and nicotine products remains widespread on social networks and manufacturers' websites. The study also highlights the massive circumvention of regulations aimed at protecting minors. Faced with this situation, the CNCT recommends a ban on the sale of nicotine products online, and increased controls and sanctions.

With the support of the Fund to Fight Addictions, the CNCT has been conducting observatories on marketing strategies related to new tobacco and nicotine products for several years. In 2024, the organization monitored the digital activity of twenty brands, analyzing their communications on various channels: social networks (X, Facebook, Instagram), SMS, newsletters and websites.

A persistent phenomenon, although diminishing

The study identified 668 illegal advertising insertions on social networks in 2024. This figure, although significant, marks a decrease of 37 % compared to 2023. According to the authors of the report, this decline is partly explained by the announcement of the ban on disposable electronic cigarettes (puffs), but also by the various legal actions taken by the CNCT against certain manufacturers forcing them to close promotional sites or pages.

Advertising push for nicotine pouches

The study highlights a shift in advertising strategies towards nicotine pouches, which represent more than 40% of the insertions recorded. However, as the CNCT points out, the sale of these products is illegal in France. The organization recently published a study conducted jointly with the National Institute for Consumption (INC) – 60 Million Consumers, documenting the presence of heavy metals, arsenic and sweeteners in all nicotine pouches analyzed. For all tobacco and nicotine products, advertising arguments mainly praise the diversity of flavors available, and offer different promotional offers. For the CNCT, these advertising arguments reflect a strategy of targeting younger generations.

Easier accessibility for minors

The study also notes the absence of rigorous and systematic age verification systems on the platforms selling these products. Most online sales sites rely on a simple self-declaration of the user's age, which can be easily circumvented by minors. Furthermore, less than one in three sites displays a proper warning about the addictive nature of nicotine.

The CNCT calls for a strengthening of controls and sanctions

In light of this observation, the CNCT recommends banning the online sale of tobacco and vaping products, by limiting their distribution to strictly regulated physical points of sale. Echoing a measure that has been in place for several years, the structure is calling for compliance with the ban on the sale of nicotine pouches and pearls. Finally, the CNCT calls on the public authorities to strengthen controls and sanctions in order to give the latter a truly dissuasive effect.

FT