July 2021
Australian researchers analysed 808 TikTok videos, selected using hashtags on vaping, that had collectively been viewed over 1.5 billion times, and found that 63% portrayed e-cigarette use in a positive light. Some of the video themes included: ‘comedy and joke’ (52%), ‘lifestyle and acceptability’ (35%), ‘marketing’ (29%) and ‘vaping tricks’ (20%). The authors expressed concern that the prevalence of videos about vaping “may create social norms around vaping and increases it’s social acceptance.” As such they recommended effective age restrictions to placed on the social media platform to reduce adolescents’ potential exposure to videos that portray vaping positively.
