E-cigarettes on Instagram: Exploring vape content via an Australian vaping influencer
Introduction Mounting evidence suggests that electronic cigarettes (e-cigarettes) are extensively promoted and marketed using social media, including through user-generated content and social media influencers. This study explores how e-cigarettes are being promoted on Instagram, using a case-study...
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| Main Authors: | , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
European Publishing
2024-01-01
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| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | https://www.tobaccoinduceddiseases.org/E-cigarettes-on-Instagram-Exploring-vape-content-via-an-nAustralian-vaping-influencer,175619,0,2.html |
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| Summary: | Introduction
Mounting evidence suggests that electronic cigarettes (e-cigarettes)
are extensively promoted and marketed using social media, including through
user-generated content and social media influencers. This study explores how
e-cigarettes are being promoted on Instagram, using a case-study approach, and
the extent to which Meta’s Restricted Goods and Services Policy (Meta’s policy)
is being applied and enforced.
Methods
We identified the accounts followed by an Australian Instagram influencer
who primarily posts e-cigarette-related content. The main foci of these 855
accounts were coded and 369 vaping-focused accounts were identified. These
vaping-focused accounts were then further coded by two trained coders.
Results
All (n=369; 100.0%) of the vape content posted by these accounts was
positive in sentiment. One-third of the vape accounts (n=127; 34.4%) had a shared
focus, indicating that vape content may permeate into other online communities
through shared interests. A total of 64 accounts (17.3%) potentially violated
Meta’s policy by attempting to purchase, sell, raffle or gift e-cigarette products.
Conclusions
The findings of this study suggest that pro-vaping information is
available and accessible on Instagram. Much of the content identified in this study
promoted the purchase or gifting of e-cigarette products and potentially violates
Meta’s policy. Greater regulation and/or stronger enforcement of e-cigarette
content on social media platforms such as Instagram is necessary to prevent the
ongoing promotion of these harmful products. |
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| ISSN: | 1617-9625 |