BACKGROUND: With social media dominating Bangladesh's youth landscape, a worrying trend has emerged: unregulated e-cigarette promotion. E-cigarettes entered Bangladesh after tobacco control laws were established, leaving no specific regulations for them. Retailers exploit this loophole, using social media as a platform for advertisements. OBJECTIVE: This study seeks to explore how leading e-cigarette brands leverage social media to market their products and assess the influence of this strategy on Bangladeshi youth.
METHODS: Conducted between March and November 2023, the study involved two phases. Phase one entailed a content analysis of 150 posts from five major e-cigarette-related Facebook pages, examining promotional trends using an observation checklist. Sample posts were selected starting from the most recent. Phase two comprised eight Focus Group Discussions (FGDs) with participants aged 18–30 years, including users, non-users, students, and jobholders in Dhaka City, to understand perceptions and the influence of e-cigarettes. Qualitative data underwent thematic analysis.
RESULTS: Social media e-cigarette promotions emphasized captivating visuals, often neglecting health and age warnings (missing in 84% of posts). A significant 85% portrayed vaping as a healthier alternative to traditional smoking without scientific backing. Additionally, 80% directly promoted vaping products, bypassing legal advertising restrictions. FGD participants described these trends as "appealing," "stylish," and "convenient," reflecting their positive perceptions. Male smokers viewed e-cigarettes as convenient and stylish, female non-smokers perceived them as healthier, and female smokers considered them a potential alternative to traditional cigarettes. Curiosity, peer influence, and flavor appeal strongly shaped these views.
CONCLUSIONS: Continuous exposure to e-cigarette promotions on social media has led the youth, a high-risk demographic, to embrace it as a trend, succumbing to its pitfalls. To curb this trend before it spirals out of control, the government must take decisive action and formulate policies to safeguard the health of the younger generation and the future of society.