Study demonstrates crucial influence of peers and social norms on adolescent vaping

Published in the scientific journal Nicotine & Tobacco Research, a study conducted in California examines the factors influencing e-cigarette use among adolescents, focusing on two specific mechanisms: peer influence and social norms favorable to e-cigarettes, particularly those disseminated on social networks.[1].

Peer influence on vaping use

Data were collected from 2,245 students from nine Southern California high schools at three different time points (spring 2021, fall 2021, and spring 2022).

The researchers used actor-driven stochastic models to analyze the joint evolution of friendship networks and e-cigarette use behaviors. The results show a significant influence of friendship behaviors and pro-e-cigarette social norms on individual initiation.

One of the key findings of this research is that adolescents who have vaping friends in their social circle are significantly more likely to try e-cigarettes themselves: for every increase in the percentage of friends using e-cigarettes, there is a significant increase in e-cigarette initiation of approximately 3.15 %.

The influence of social norms also comes into play

At the same time, perceptions of social norms also play a major role in the initiation of vaping. Adolescents who believe vaping is accepted, or even encouraged, by their peers are more likely to begin using e-cigarettes. This normalization of vaping, measured in particular through social media and targeted advertising, contributes to normalizing the use of these products among young people.

This perception is further reinforced by the ubiquity of tobacco and other nicotine products in pop culture[2] or even in Hollywood cinema[3], particularly under the influence of stars popular with young people.

Hispanics and women are most likely to vape

Results indicate that Hispanic/Latino adolescents and girls have higher initiation rates than boys and non-Hispanic students. Hispanic/Latino adolescents have an initiation rate approximately 0.76 % higher than their non-Hispanic peers, whereas girls have an initiation rate 0.66 % higher than boys.

One explanation may be that for decades the tobacco industry has promoted its products and marketing by targeting specific groups, particularly in African-American, Hispanic, and low-income neighborhoods.[4].

Influencing adolescent networks requires mastering their codes

The study concludes that peer influence plays a crucial role in e-cigarette use among adolescents. It highlights the need to consider these influences in tobacco prevention initiatives. According to the study's authors, it is recommended to design interventions and educational programs that specifically target the media used by young people.

Social media is particularly important. In France, the Alliance Against Tobacco has counted more than 200 influencers who have promoted nicotine on Instagram since 2019.[5].

The authors of the study also emphasize that social norms and the cultural context specific to each group are crucial to take into account in order to modify perceptions and social acceptability relating to the use of e-cigarettes.

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[1]E Piombo Sarah, from The Hague Kayla, W Valente Thomas, Network dynamics of social influence on e-cigarette use among an ethnically diverse adolescent cohort, Nicotine & Tobacco Research, 30 pages, published March 16, 2025, accessed March 17, 2025

[2]Tobacco-free generation, Tobacco on the way to becoming ‘popular’ in the UK?, published January 18, 2025, accessed March 17, 2025

[3]Tobacco-free generation, Oscars 2025: 80 % of nominated films contain tobacco and nicotine products, published March 7, 2025, accessed March 17, 2025

[4]Tobacco-free generation, United States: Significant disparities in smoking rates across population groups, published November 23, 2024, accessed March 17, 2025

[5]Tobacco-free generation, France: More than 200 influencers have promoted nicotine on Instagram since 2019, published March 13, 2025, accessed March 17, 2025

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