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CONFERENCE PROCEEDING
Promotion of electronic cigarettes on social media in Brazil: A challenge for the implementation of Article 13 of the FCTC
1
Center for Studies on Tobacco and Health, National School of Public Health, Oswaldo Cruz Foundation (FIOCRUZ), Rio de Janeiro, Brazil
2
CONIQC Executive Secretariat, National Cancer Institute (INCA), Rio de Janeiro, Brazil
3
Instituto Universitário de Pesquisas do Rio de Janeiro (IUPERJ), Universidade Candido Mendes, Rio de Janeiro, Brazil
4
Faculdade de Ciências Médicas, Universidade do Estado do Rio de Janeiro (UERJ), Rio de Janeiro, Brazil
5
Department of Epidemiology and Quantitative Methods in Health, National School of Public Health, Oswaldo Cruz Foundation (FIOCRUZ), Rio de Janeiro, Brazil
Publication date: 2025-06-23
Tob. Induc. Dis. 2025;23(Suppl 1):A129
KEYWORDS
TOPICS
ABSTRACT
BACKGROUND: The Internet facilitates the rapid formation and spread of consumption communities. The tobacco industry utilizes social media for stealth marketing, and the dissemination of tobacco-related content remains challenging to control, posing a significant issue for regulatory authorities. This study explores the methods of promoting e-cigarettes and related products (ESDs) on social media platforms in Brazil.
METHODS: A total of 147.294 tobacco-related posts from YouTube, Facebook, Instagram, portals, and blogs were selected using the Stilingue AI platform between March 2020 and March 2021. After filtering terms related to ESDs and excluding anonymous users, 2.519 posts remained. The first 50 from each platform were analyzed for the presence of direct and indirect advertising, brand mentions, product sales, promotions, health advocacy, and interaction metrics based on relevance criteria such as views and engagement.
RESULTS: YouTube was the leading platform for direct (86%) and indirect (54%) advertising, generating 4.6 million views and 436.000 likes, with a focus on tutorials and reviews, coupons and giveaways. Instagram was also significant, with 66% of posts in direct advertising and 28% in indirect advertising, and also promoted commerce (26%) and engagement through giveaways and discounts (16%). Facebook emphasized health advocacy (70%) and had the largest number of followers (77.5 million). Blogs featured 54% health-related content and 16% direct advertising, with the blog "Vapor Aqui" offering discounts and store recommendations. Social media promoted vaporizers and accessories, highlighting brands such as Vaporesso, Voopoo, Elite Smoke and White Cloud. Portals covered health, legislation and fake news, fostering discussions on social media.
CONCLUSIONS: Social media platforms are strategically used by the e-cigarette industry to promote advertising, sponsorship, and promotion, in violation of FCTC Article 13 and tobacco product regulations. Promoted items include devices, batteries, and liquids, advertised through video sponsorships, posts featuring product names, links to retail websites, promotions, giveaways, and coupons.
METHODS: A total of 147.294 tobacco-related posts from YouTube, Facebook, Instagram, portals, and blogs were selected using the Stilingue AI platform between March 2020 and March 2021. After filtering terms related to ESDs and excluding anonymous users, 2.519 posts remained. The first 50 from each platform were analyzed for the presence of direct and indirect advertising, brand mentions, product sales, promotions, health advocacy, and interaction metrics based on relevance criteria such as views and engagement.
RESULTS: YouTube was the leading platform for direct (86%) and indirect (54%) advertising, generating 4.6 million views and 436.000 likes, with a focus on tutorials and reviews, coupons and giveaways. Instagram was also significant, with 66% of posts in direct advertising and 28% in indirect advertising, and also promoted commerce (26%) and engagement through giveaways and discounts (16%). Facebook emphasized health advocacy (70%) and had the largest number of followers (77.5 million). Blogs featured 54% health-related content and 16% direct advertising, with the blog "Vapor Aqui" offering discounts and store recommendations. Social media promoted vaporizers and accessories, highlighting brands such as Vaporesso, Voopoo, Elite Smoke and White Cloud. Portals covered health, legislation and fake news, fostering discussions on social media.
CONCLUSIONS: Social media platforms are strategically used by the e-cigarette industry to promote advertising, sponsorship, and promotion, in violation of FCTC Article 13 and tobacco product regulations. Promoted items include devices, batteries, and liquids, advertised through video sponsorships, posts featuring product names, links to retail websites, promotions, giveaways, and coupons.
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