Researchers find 63% of e-cigarette content on video-sharing platform portrays vaping positively

Australian researchers who have studied the portrayal of vaping on TikTok say there is an “urgent need” for age restrictions to reduce teens’ exposure to videos that portray it in a positive light.

University of Queensland researchers have analysed e-cigarette content posted by TikTok users globally and are calling for tighter regulations to prevent nicotine products being promoted to underage users of the video-sharing platform.

The study, published in the journal Tobacco Control, evaluated the content of 808 popular vaping videos that had been collectively viewed more than 1.5bn times as of November 2020. The videos had a median count of 1m views each.

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Donna Lu – The Guardian – 2021-07-26.

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