The scale of the promotion of vapes and e-cigarettes online means that new laws being introduced to ban vaping ads on social media may be a “toothless exercise” without additional policy reforms, health experts have said.
Of 264 e-cigarette videos reviewed on TikTok, almost 98% portrayed e-cigarettes positively, they found. A total of 69 posts clearly violated TikTok’s own content policy. They found 100% of the vape content posted by those accounts was positive in sentiment towards vapes. A total of 64 accounts potentially violated Meta’s policy by attempting to purchase, sell, raffle or gift e-cigarette products.
Jancey and her colleagues have called for an independent complaints body to be established to make it easy for people to report online vaping and e-cigarette content that contravenes the law.spokesperson for the federal Department of Health said all complaints and reports of non-compliance will be examined, and the department’s monitoring programs “are both proactive and responsive”.
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