BACKGROUND: France enforces strict laws prohibiting tobacco and vaping product advertisements online. Unlike tobacco products, the sale of vaping products is authorised on the Internet. The French National Committee for Tobacco Control (an NGO) monitors marketing strategies for tobacco and nicotine products including digital platforms, focusing on regulation compliance.
METHODS: This empirical study monitored the online marketing activities of 15 prominent vaping and nicotine brands operating in France in 2023. Data were collected from 25 accounts from three key social media platforms (Instagram, Facebook, X), manufacturers’ websites, and newsletters. The study categorised advertisements based on product type, marketing strategy, platform, and examined compliance with legal obligations, including age verification and the presence of health warnings. The methodology employed systematic data collection and analysis, though it does not claim to be exhaustive or fully representative, due to the evolving nature of digital advertising.
RESULTS: Online sales of vaping devices in France lead to a significant advertising phenomenon, as 72.8% of the 1.066 identified advertisements promoted vaping products, especially disposable e-cigarettes and pod systems. Social media emerged as the dominant advertising channel, accounting for 74.1% of the advertisements, with Instagram leading. The marketing strategies primarily highlighted flavour diversity (41%), product features (27%), and promotional offers (17%). These illicit advertising practices are concerning as no age verification or restriction measures are implemented on the websites/social media selling these devices. The absence of health warnings on advertisements adds to the concern, as it fails to inform consumers of the potential risks associated with nicotine consumption.
CONCLUSIONS: Illicit advertising for nicotine products in France remains significant, with strategies targeting youth through price incentives and appealing flavours. Non-compliance with legal requirements exacerbates minors' access to the products. These tactics aim to counteract declining tobacco and nicotine markets, posing serious public health concerns and highlighting the need for stricter regulatory enforcement.