ArticleFrontiers in public health2022
Examining influencer compliance with advertising regulations in branded vaping content on Instagram.
Article in Frontiers in public health, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 24 papers.
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Who cites it
24 citing papers in PubMed.
- US adolescents' response to nicotine warning labels in influencer e-cigarette marketing social media posts: a survey-based randomised between-subject experiment.Tobacco control · 2025Trial
- Patterns of ENDS-Related Content Exposure on Social Media Among US Adolescents and Young Adults.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Evading regulation: young people's exposure to harmful commodity marketing in the social media feeds of their favourite influencers.Health promotion international · 2026Article
- The role of third-party e-commerce technology in illegal online e-cigarette sales.BMC public health · 2026Article
- Perceptions of Somali American male young adults in Salt Lake City about social media marketing of e-cigarettes: a pilot study.Frontiers in public health · 2026Article
- Differential Association of Exposure to advertising channels with everPreventive medicine reports · 2026Article
- E-Cigarette Use Among University Students: A Structured Literature Review of Health Risks, Behavioral and Social Determinants, and Nursing Implications.Healthcare (Basel, Switzerland) · 2025Review
- Content Analysis of Tobacco Brands' "Tagged" Section on Instagram.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- The Impact of Health Warnings in e-Cigarette Content on Instagram on Adults' e-Cigarette Cognitions: Online Between-Subjects Experiment Study.Journal of medical Internet research · 2025Article
- Promotion of Health-Harming Products on Instagram: Characterizing Strategies Boosting Audience Engagement with Cigar Marketing Messages.International journal of environmental research and public health · 2025Article
- An analysis of social media strategies used to promote the e-cigarette brand Vuse.Health promotion international · 2025Article
- E-cigarette access and age verification among adolescents, young adults, and adults.Addictive behaviors · 2025Article
- I Am My Peers: How Social Ties Influence E-Cigarette Attitudes, Policy Support, and Use.Open journal of psychology · 2025Article
- Investigating an e-cigarette brand's use of music festivals for social media campaigns and experiential marketing.Tobacco prevention & cessation · 2025Article
- Affiliate marketing for nicotine products: Juice Head 'Share a Sale' programme and its implications.Tobacco control · 2024Article
- Characteristics of Adolescents' and Young Adults' Exposure to and Engagement with Nicotine and Tobacco Product Content on Social Media.Journal of health communication · 2024Article
- Youth and Young Adult Awareness of and Perceptions About Tobacco Marketing as a Social Justice Issue.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2024Article
- Social Network Analysis of e-Cigarette-Related Social Media Influencers on Twitter/X: Observational Study.JMIR formative research · 2024Article
- Children, young people and the Commercial Determinants of Health.Health promotion international · 2024Article
- Adolescents and Young Adults Use of Social Media and Following of e-Cigarette Influencers.Substance use & misuse · 2024Article
Corrections and comments
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Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Background: Youth and young adults are exposed to vaping advertisements on social media sites, despite regulations and guidelines intended to reduce the prevalence of such content on these platforms. This research uses replicable criteria to identify vaping influencers who have worked with vaping brands to promote vaping products on Instagram and documents the extent to which posts by these users comply with existing advertising regulations. Methodology: We conducted three google searches collecting eight different vaping influencer lists, with a total of 575 unique influencers. We limited our sample to public accounts with 100,000 followers or more ( Results: On average, the 54 Instagram accounts had 265,851.9 followers (sd = 383,349.8) and 4,158 posts (sd = 7,302.1). Most posts featured vaping products 239 (91.2%), with 186 (76.2%) posts being unambiguously branded vape advertisements and 31 (14.3%) even including purchase links in the post itself. However, one post complied with FTC disclosure guidelines. Although 50 (20.9%) had warning labels, only 8 (15.1%) were fully compliant with FDA warning label guidelines. Discussion: Findings demonstrate minimal compliance with existing regulations among influencers known to have financial relationships with vaping brands. Most influencer posts are unambiguous, branded, vaping advertisements. Implications for barriers to regulating influencer content and the need for greater enforcement resources are discussed.
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