BACKGROUND: Youth engagement is critical in tobacco control (TC), yet young people are increasingly targeted by the tobacco industry through digital advertising and user-generated content. In Slovenia, the consumption of tobacco among youth mirrors European averages, with e-cigarettes becoming increasingly prevalent. This study explores the influence of digital media on youth perceptions and behaviors related to tobacco products, highlighting innovative strategies which can be used for advocacy and engagement of youth.
METHODS: The research combined qualitative and participatory methods. Five focus groups were conducted with students from diverse educational backgrounds across Slovenia, analyzing their perspectives on online tobacco advertising. At the same time, a citizen science approach was implemented, with young volunteers monitoring their social media content. Data were coded and analyzed to uncover themes related to the normalization of tobacco use and the effectiveness of online advertising strategies.
RESULTS: Youth reported significant exposure to tobacco-related content on social media, with peer-generated posts often glamorizing use. Key themes included:

• Normalization through advertising: Subtle strategies, such as influencer collaborations and youth-centric language, made tobacco use appear socially acceptable.
• Peer influence: Youth-generated content on platforms like Instagram and TikTok significantly shaped perceptions, with tobacco products portrayed as integral to social bonding.
• Critical awareness: While many participants recognized the manipulative nature of advertisements, peer pressure and societal norms often overpowered these insights.

CONCLUSIONS: The findings underscore the urgent need for innovative TC strategies that leverage youth participation in counter-marketing campaigns and digital literacy initiatives. Advocacy should prioritize stricter regulation of online advertising and empower youth to create content that challenges tobacco normalization. The data collected with the involved youth was presented in different discussions with stakeholders which opens a new approach to engagement of youth. By integrating these approaches, TC efforts can effectively combat the tobacco industry’s influence and foster healthier behaviors among young people.