Youth are active social media users, often spending considerable time online. Therefore, it is important for parents and caregivers to communicate with youth about social media advertisements to help them understand that there is a fine line between social media content and ads.

Vape Marketing

E-cigarette companies spend $115 million annually on internet marketing. Research shows that 70 percent of these companies employ the use of social media to promote their products. Although companies claim they do not target adolescents, their high investment in youth-friendly marketing suggests otherwise. In 2019, the industry’s total ad spending reached $1.033 billion, including $79.2 million on internet ads, $54.2 million on radio, $93.9 million on TV and streaming, and $6.8 million on celebrity endorsements. These numbers raise concerns that companies are deliberately trying to reach young audiences. It is important to be aware that companies use peer-sharing tactics, influencer promotions, and memes to make vaping seem harmless and socially acceptable.

1. Vaping companies attract young people through promotional tactics like discounts, giveaways, and multi-buy deals. Social media users are often encouraged to tag friends in posts, to help spread ideas rapidly. They make vaping look cool by using hashtags like #vapelife, #vapecommunity, #vapenation, and #vapefam, among others. This tagging approach allows companies to reach new customers without direct ads, making vaping seem exciting, widely accepted, and popular.
2. Companies use influencer marketing by contracting influencers to support and promote their vape products. When youth spot their favorite celebrities vaping, they may find it appealing and want to try it. Parents can support youth by helping them learn how to spot ads and promotions designed to sell vape products.
3. Companies use memes relatable images, and funny videos to connect with young people on social media. Memes featuring popular celebrities, cartoon characters, and cultural trends make vaping seem fun and harmless. These posts spread quickly across platforms like TikTok and Instagram, blending into daily social media feeds so naturally that they often go unnoticed as marketing. The more parents understand how these memes influence vaping culture, the better they can discuss “casual” vaping with their children.

Educating youths about the hidden dangers of vaping challenges, addiction risks, and misleading marketing can help them think critically about what they see online and help them make healthier choices.

More Information

The Alabama Cooperative Extension System has several resources on vaping for teens and adults. To find these resources, visit the Health and Nutrition section of the Extension website, www.aces.edu.