E-cigarettes on Instagram: Exploring vape content via an Australian vaping influencer.

ABSTRACT:

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 p

SUBMITTER: Jancey J 

PROVIDER: S-EPMC10798224 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature