Research finds e-cigarette content on Instagram violates policies, is marketed to teens

🌈 Abstract

The article discusses research findings that indicate e-cigarette content on Instagram violates federal government and Instagram policies. The key issues highlighted are:

• E-cigarette content on Instagram often omits age-restricted content tags and fails to address the addictive potential of e-cigarettes and other vaping products.
• The majority of e-cigarette-related posts portray vaping in a positive light and use marketing strategies that appeal to aesthetics and lifestyle.
• Many posts are created by vape shops or brand ambassadors, in violation of Instagram's branded content policies.
• The research emphasizes the need to curtail youth exposure to e-cigarette content through effective age restrictions and enforcement of regulatory policies.

🙋 Q&A

[01] Research Findings

1. What were the key findings of the research presented at the American Psychiatric Association's Annual Meeting?

• The research found that e-cigarette content on Instagram often violates federal government and Instagram policies, including:
  • Omitting age-restricted content tags
  • Failing to address the addictive potential of e-cigarettes and other vaping products
• The majority of e-cigarette-related posts portrayed vaping in a positive light and used marketing strategies that appealed to aesthetics and lifestyle.
• Many posts were created by vape shops or brand ambassadors, in violation of Instagram's branded content policies.
• Only a small portion of the posts (14 out of 51) aimed to educate consumers about e-cigarettes.

2. What were the researchers' recommendations based on the findings?

• The researchers emphasized the need to curtail youth exposure to e-cigarette content on social media through effective age restrictions and diligent enforcement of regulatory policies.
• They also stated that e-cigarette-related content must evolve to educate consumers about the potential health effects of e-cigarette usage.

[02] Methodology

1. How did the researchers conduct the study?

• The researchers examined ENDS-related Instagram posts in December 2023, using a simulated 14-year-old female's profile to search relevant hashtags such as #vapelife, #vapecommunity, and #ecig.
• They reviewed a total of 51 posts from these hashtags to assess the presence of health-related warnings and common themes.

2. What were the key aspects of the methodology?

• The researchers used a simulated 14-year-old female's profile to search for ENDS-related content on Instagram, in order to assess the content that would be accessible to adolescent users.
• They reviewed 51 posts from the selected hashtags to evaluate the portrayal of e-cigarette use, the presence of health warnings, and the adherence to federal and Instagram regulations.