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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| _version_ | 1832587202760015872 |
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| author | Jonine Jancey Renee N. Carey Becky Freeman Tama Leaver Katharina Wolf Marilyn Bromberg Kevin Chai Stella Bialous Phoebe Adams Meghan Mcleod Kahlia McCausland |
| author_facet | Jonine Jancey Renee N. Carey Becky Freeman Tama Leaver Katharina Wolf Marilyn Bromberg Kevin Chai Stella Bialous Phoebe Adams Meghan Mcleod Kahlia McCausland |
| author_sort | Jonine Jancey |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-3128ec55eecd40ccb185377756262669 |
| institution | Kabale University |
| issn | 1617-9625 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj-art-3128ec55eecd40ccb1853777562626692025-01-24T15:26:49ZengEuropean PublishingTobacco Induced Diseases1617-96252024-01-0122January11110.18332/tid/175619175619E-cigarettes on Instagram: Exploring vape content via an Australian vaping influencerJonine Jancey0https://orcid.org/0000-0002-7894-2896Renee N. Carey1https://orcid.org/0000-0002-0152-5971Becky Freeman2https://orcid.org/0000-0002-2082-9612Tama Leaver3https://orcid.org/0000-0002-4065-4725Katharina Wolf4https://orcid.org/0000-0002-6740-4478Marilyn Bromberg5https://orcid.org/0000-0002-9827-3095Kevin Chai6https://orcid.org/0000-0003-1645-0922Stella Bialous7https://orcid.org/0000-0002-6471-5457Phoebe Adams8https://orcid.org/0009-0007-9908-2622Meghan Mcleod9Kahlia McCausland10https://orcid.org/0000-0001-7071-6491Collaboration for Evidence, Research and Impact in Public Health, Faculty of Health Sciences, Curtin University, Bentley, AustraliaSchool of Population Health, Curtin University, Bentley, AustraliaSchool of Public Health, University of Sydney, Sydney, AustraliaInternet Studies, School of Media, Creative Arts and Social Inquiry, Curtin University, Bentley, AustraliaSchool of Management and Marketing, Curtin University, Bentley, AustraliaLaw School, The University of Western Australia, Crawley, AustraliaSchool of Population Health, Curtin University, Bentley, AustraliaSchool of Nursing, University of California, San Francisco, United StatesCollaboration for Evidence, Research and Impact in Public Health, Faculty of Health Sciences, Curtin University, Bentley, AustraliaCollaboration for Evidence, Research and Impact in Public Health, Faculty of Health Sciences, Curtin University, Bentley, AustraliaCollaboration for Evidence, Research and Impact in Public Health, Faculty of Health Sciences, Curtin University, Bentley, AustraliaIntroduction 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.https://www.tobaccoinduceddiseases.org/E-cigarettes-on-Instagram-Exploring-vape-content-via-an-nAustralian-vaping-influencer,175619,0,2.htmle-cigarettesvapingsocial mediainstagrampublic health |
| spellingShingle | Jonine Jancey Renee N. Carey Becky Freeman Tama Leaver Katharina Wolf Marilyn Bromberg Kevin Chai Stella Bialous Phoebe Adams Meghan Mcleod Kahlia McCausland E-cigarettes on Instagram: Exploring vape content via an Australian vaping influencer Tobacco Induced Diseases e-cigarettes vaping social media public health |
| title | E-cigarettes on Instagram: Exploring vape content via an
Australian vaping influencer |
| title_full | E-cigarettes on Instagram: Exploring vape content via an
Australian vaping influencer |
| title_fullStr | E-cigarettes on Instagram: Exploring vape content via an
Australian vaping influencer |
| title_full_unstemmed | E-cigarettes on Instagram: Exploring vape content via an
Australian vaping influencer |
| title_short | E-cigarettes on Instagram: Exploring vape content via an
Australian vaping influencer |
| title_sort | e cigarettes on instagram exploring vape content via an australian vaping influencer |
| topic | e-cigarettes vaping social media public health |
| url | https://www.tobaccoinduceddiseases.org/E-cigarettes-on-Instagram-Exploring-vape-content-via-an-nAustralian-vaping-influencer,175619,0,2.html |
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