1. E-cigarettes on Instagram: Exploring vape content via an Australian vaping influencer.
- Author
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Jancey, Jonine, Carey, Renee, Freeman, Becky, Leaver, Tama, Wolf, Katharina, Bromberg, Marilyn, Chai, Kevin, Adams, Phoebe, Mcleod, Meghan, McCausland, Kahlia, and Bialous, Stella
- Subjects
Instagram ,e-cigarettes ,public health ,social media ,vaping - 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 Metas Restricted Goods and Services Policy (Metas 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 Metas 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 Metas 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.
- Published
- 2024