A recent study by Oxford University reveals the prevalence of advertising and sales of vaping products on TikTok, a popular video-sharing platform among teenagers.

The study highlights concerns regarding the exposure of adolescents to these products and the potential risks associated with their use.

How TikTok is Being Used for Advertising and Selling Vaping Products

Despite a decline in smoking rates in the U.S., there is growing apprehension among public health experts regarding the rising use of electronic cigarettes by young individuals. 

In 2023, approximately 17% of middle school and high school students reported using e-cigarettes, raising concerns about nicotine addiction and the possibility of transitioning to combustible cigarettes.

The study aims to explore the role of social media, particularly TikTok, in the promotion and distribution of e-cigarettes. With a significant portion of teenagers engaging with TikTok, researchers sought to analyze the content related to the sale and marketing of vaping products on the platform.

Researchers conducted a comprehensive analysis of 475 English language TikTok videos posted between July 1, 2022, and August 31, 2023. Using hashtags such as #puffbarss, #geekbar, and #elfbar associated with e-cigarettes, the study identified various strategies used to promote these products. 

Notably, hashtags like #puffbundles were utilized to conceal vaping products by packaging them with items like lip gloss and candy.

The findings of the study revealed that over half (50.4%) of the videos analyzed advertised popular vaping brands, with 45% featuring cannabis products. 

Additionally, a considerable percentage of the advertised products were presented as part of bundled packages, often including unrelated items to disguise their true nature. This tactic allows vendors to circumvent legal restrictions on the sale and advertisement of vaping products to minors.

Moreover, the study highlighted the lack of age verification measures in the online sale of vaping products. Nearly half (45.2%) of the videos promoting these products advertised that age verification was not required for purchase, raising concerns about minors accessing these products without adequate safeguards in place.

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Parental Vigilance

The lead author of the study, Page Dobbs, emphasized the need for parental vigilance and regulatory action to address the issue. Dobbs advised parents to be vigilant if their children receive packages containing seemingly innocuous items like candy or beauty products, as they may also contain vaping products. 

Furthermore, policymakers and enforcement agencies were urged to address the international shipment of these products, which enables individuals to evade tobacco laws across multiple jurisdictions.

"Parents should be aware that children may be receiving e-cigarette products through the mail. These self-proclaimed small businesses are targeting youth by advertising that they don't check for identification," Dobbs said in a press release statement.

The findings of the research were published in the journal Nicotine & Tobacco Research. 

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