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Volume 20
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Article

Promotion of E-Cigarettes on TikTok and Regulatory Considerations

by
Jonine Jancey
1,*,
Tama Leaver
2,
Katharina Wolf
3,
Becky Freeman
4,
Kevin Chai
5,
Stella Bialous
6,
Marilyn Bromberg
7,
Phoebe Adams
1,
Meghan Mcleod
1,
Renee N. Carey
5 and
Kahlia McCausland
1
1
Collaboration for Evidence, Research and Impact in Public Health, School of Population Health, Curtin University, Kent Street, Perth, WA 6102, Australia
2
Internet Studies, School of Media, Creative Arts and Social Inquiry, Curtin University, Kent Street, Perth, WA 6102, Australia
3
School of Marketing, Curtin University, Kent Street, Perth, WA 6102, Australia
4
School of Public Health, University of Sydney, Sydney, NSW 2006, Australia
5
School of Population Health, Curtin University, Kent Street, Perth, WA 6102, Australia
6
School of Nursing, University of California, San Francisco, CA 94158, USA
7
UWA Law School, The University of Western Australia, 35 Stirling Highway, Perth, WA 6009, Australia
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2023, 20(10), 5761; https://doi.org/10.3390/ijerph20105761
Submission received: 3 March 2023 / Revised: 22 March 2023 / Accepted: 19 April 2023 / Published: 9 May 2023
(This article belongs to the Special Issue Public Health Impacts of Exposure to Tobacco, Alcohol, and Other Substances Content on Social Media)
Review Reports Versions Notes

Abstract

E-cigarettes are promoted extensively on TikTok and other social media platforms. Platform policies to restrict e-cigarette promotion seem insufficient and are poorly enforced. This paper aims to understand how e-cigarettes are being promoted on TikTok and provide insights into the effectiveness of current TikTok policies. Seven popular hashtag-based keywords were used to identify TikTok accounts and associated videos related to e-cigarettes. Posts were independently coded by two trained coders. Collectively, the 264 videos received 2,470,373 views, 166,462 likes and 3426 comments. The overwhelming majority of videos (97.7%) portrayed e-cigarettes positively, and these posts received 98.7% of the total views and 98.2% of the total likes. A total of 69 posts (26.1%) clearly violated TikTok’s own content policy. The findings of the current study suggest that a variety of predominantly pro-vaping content is available on TikTok. Current policies and moderation processes appear to be insufficient in restricting the spread of pro-e-cigarette content on TikTok, putting predominantly young users at potential risk of e-cigarette use.
Keywords: e-cigarettes; public health; social media; TikTok; vaping; young adults e-cigarettes; public health; social media; TikTok; vaping; young adults

Share and Cite

MDPI and ACS Style

Jancey, J.; Leaver, T.; Wolf, K.; Freeman, B.; Chai, K.; Bialous, S.; Bromberg, M.; Adams, P.; Mcleod, M.; Carey, R.N.; et al. Promotion of E-Cigarettes on TikTok and Regulatory Considerations. Int. J. Environ. Res. Public Health 2023, 20, 5761. https://doi.org/10.3390/ijerph20105761

AMA Style

Jancey J, Leaver T, Wolf K, Freeman B, Chai K, Bialous S, Bromberg M, Adams P, Mcleod M, Carey RN, et al. Promotion of E-Cigarettes on TikTok and Regulatory Considerations. International Journal of Environmental Research and Public Health. 2023; 20(10):5761. https://doi.org/10.3390/ijerph20105761

Chicago/Turabian Style

Jancey, Jonine, Tama Leaver, Katharina Wolf, Becky Freeman, Kevin Chai, Stella Bialous, Marilyn Bromberg, Phoebe Adams, Meghan Mcleod, Renee N. Carey, and et al. 2023. "Promotion of E-Cigarettes on TikTok and Regulatory Considerations" International Journal of Environmental Research and Public Health 20, no. 10: 5761. https://doi.org/10.3390/ijerph20105761

APA Style

Jancey, J., Leaver, T., Wolf, K., Freeman, B., Chai, K., Bialous, S., Bromberg, M., Adams, P., Mcleod, M., Carey, R. N., & McCausland, K. (2023). Promotion of E-Cigarettes on TikTok and Regulatory Considerations. International Journal of Environmental Research and Public Health, 20(10), 5761. https://doi.org/10.3390/ijerph20105761

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