Vaping Nearly Always Treated In A Positive Light On TikTok: Study

A study conducted by Curtin University in Perth has revealed that TikTok videos largely portray vaping in a positive light. The study found that 97.7% of the videos examined showed e-cigarettes in a good light and attracted 98.7% of the total views for the 264 vaping videos studied. The authors also found that around 70% of the posts promoted vapes for purchase, which is in violation of TikTok’s content policy. Moreover, the videos seem to be effective because they were made by young people for young people, with some influencers potentially being paid by the e-cigarette industry to promote their products without disclosing this information. The study concluded that self-regulation is failing and that social media platforms need to take firmer action against violators. The Australian Federal Government has announced a ban on recreational vaping, prohibiting the importation of non-pharmaceutical vaping products, banning single-use disposable vapes, requiring plain branding with warning labels, and limiting the volume and concentration of nicotine concentrations and volumes.