Social networks and Metaverse, new communication areas for the tobacco industry

Two reports note the installation of the tobacco industry in online media. While the use of social networks by this industry is now well documented, the use of the Metaverse is still in its infancy, but could quickly develop if it is not anticipated.

For several years, tobacco companies have invested heavily in digital communication, particularly in the world of social networks. This is confirmed by a new report from the organization Campaign for Tobacco-Free Kids (CTFK).[1].

The report states that Philip Morris International (PMI) and British American Tobacco (BAT) have promoted their new products (heated tobacco, nicotine pouches[2], e-cigarettes) on social media in 60 countries. This allowed them to reach 385 million users worldwide, of which 16 million were minors. 10 million of these under-18s were exposed to marketing for BAT’s Velo nicotine pouches, and 4.3 million to its Vuse e-cigarettes. Nearly 2 million adolescents were exposed to marketing for PMI’s IQOS heated tobacco device.

Marketing of these products is done in several ways. It can involve content from influencers, paid by brands. It can also involve more direct approaches, in the form of promotional offers, which allow immediate purchases without leaving the platform, or advertising inserts. The advertising policies of the platforms do not in principle tolerate advertising for tobacco and nicotine products, but many violations are noted, pointing to an overall lack of control.

Tobacco industry's first steps into the Metaverse

This social media experience is likely to be transposed into the Metaverse. This virtual universe allows, among other things, to organize virtual events, to place an avatar in different situations and to make online purchases of virtual or real products. A report from the Tobacco Enforcement and Reporting Movement (TERM) system, linked to Vital Strategies and which allows the detection of online marketing by the tobacco industry, has already noted the presence of certain cigarette manufacturers in the Metaverse, and warns of the different opportunities that may open up to manufacturers.[3].

TERM discovered that Djarum, one of the main Indonesian cigarette manufacturers, is promoting an electronic music event called Iceperience in the Metaverse. The message announcing this event showed avatars smoking LA Ice cigarettes, produced by Djarum, and invited people to “join the party”.

Indian cigarette maker ITC, of which BAT is a major shareholder, placed its Fabelle chocolate brand in the first Indian wedding in the Metaverse, as well as its B Natural fruit juice in an event organized on the occasion of the Diwali festival. In both cases, the ITC brand was easily recognizable and thus constituted an indirect advertisement for cigarettes sold under this brand.

Alcohol and ultra-processed product brands have already taken advantage of the sales possibilities in the Metaverse. A user's avatar can thus stroll through a virtual alcohol store, buy a bottle and have it delivered to the real world. Tobacco manufacturers do not yet use this online sales system, but should be very interested in this still relatively unregulated universe. Under current legislation, the Metaverse would allow them, for example, to virtually promote an artist or an event that they would not be allowed to sponsor in the real world. The authors of the report therefore insist on the need to regulate this new type of virtual universe without delay, which otherwise risks escaping all control.

Keywords: Internet, social networks, influencers, Metaverse, Philip Morris International, British American Tobacco, Djarum, ITC.

M.F.

[1] #SponsoredByBigTobacco: Tobacco & Nicotine Marketing on Social Media, Campaign for Tobacco-Free Kids, published December 8, 2023, accessed January 23, 2024.

[2] Nicotine pouches are placed between the gum and lip. They do not contain tobacco and are often confused with snus, which does contain tobacco.

[3] The Next Frontier in Tobacco Marketing: The Metaverse, NFTs, Advergames and More, TERM, published November 9, 2023, accessed January 23, 2024.