BACKGROUND: The tobacco industry, faced with declining traditional cigarette sales and increasing regulation, has rapidly adapted its marketing strategies to exploit the digital age. Social media platforms, with their vast reach and targeted advertising capabilities, have become fertile ground for promoting novel products like e-cigarettes, circumventing advertising restrictions, and influencing young people. This presents a critical challenge to global tobacco control efforts.
METHODS: This presentation will analyze a range of case studies demonstrating the evolving tactics of the tobacco industry on social media. We will examine:

• Use of influencers: How the industry partners with social media personalities to promote products and build brand appeal, often blurring the lines between organic content and paid advertising.
• Targeted advertising: How sophisticated algorithms are used to deliver tailored messages to vulnerable populations, including youth and marginalized communities.
• Disinformation campaigns: How the industry employs tactics to undermine scientific evidence, create doubt about the harms of tobacco, and promote misleading information about novel products.

RESULTS: Our analysis reveals a concerning trend of increasingly sophisticated and insidious digital tactics employed by the tobacco industry. These tactics exploit the vulnerabilities of social media users, particularly young people, and pose a significant threat to public health.
CONCLUSIONS: To counter this digital deception, we propose a multi-faceted approach:

• Enhanced digital literacy programs: Educating young people and adults about the persuasive tactics used online and empowering them to critically evaluate information.
• Strengthened regulations: Implementing stricter regulations on tobacco advertising and promotion on social media, including restrictions on influencer marketing and targeted advertising.
• Increased transparency: Requiring social media platforms to be more transparent about how their algorithms work and how tobacco companies are using their platforms for marketing.
• Cross-sector collaboration: Fostering collaboration between governments, public health organizations, and social media companies to develop effective solutions.