“Up In Smoke!” Aussie Study Says Guidelines Are Needed For Vaping On TikTok

“Up In Smoke!” Aussie Study Says Guidelines Are Needed For Vaping On TikTok

A study conducted by the University of Queensland says that TikTok needs to introduce regulations around vaping.

Researchers at the University of Queensland analysed and evaluated the content of over 800 of TikTok’s most-viewed vaping videos. Collectively, the TikToks amassed over one billion views. 

The study found that 63 per cent of vaping videos were portrayed in a positive light. Crucially, vaping and e-cigarettes don’t fall under the same marketing laws as tobacco does.

In Australia, it is illegal to publish or broadcast messages that encourage people to start or continue smoking tobacco, but e-cigarettes are exempt as long as they don’t contain tobacco.

Currently, TikTok’s community guidelines state that it bans: “Content that suggests, depicts, imitates, or promotes the possession or consumption of alcoholic beverages, tobacco, or drugs by a minor.”

However, it fails to mention vaping.

Although vaping is less harmful than tobacco, it still can lead to health issues. For example, The John Hopkins Medical website reported that emerging medical data has linked vaping to asthma.

The popularity of vaping is undeniable on the platform: the hashtag #Vaping_community has over 3 million views,  #Vaping_Vibes has over 2.6 million views, while #vapinggirl has over 58k views. Interestingly, #stopvaping has over 102.2 million views.

The app also doesn’t apply any age restrictions to vaping content.

@olivia.cancelliere

y’all ain’t slick #fyp #foryou #vapingtricks #schoolvibes

♬ I started the nuke town trend – 𝕮𝖍𝖗𝖎𝖘

While the promotion of vaping may seem harmless, the Alcohol and Drugs Foundation (ADF) has found that people using e-cigarettes are three times more likely to smoke combustible tobacco than those who have not used e-cigarettes.

News reported that the co-author of the study, Dr Gary Chan, said: “Videos that showed vaping tricks had a significantly higher number of views at 487 million, compared to videos about nicotine and addiction at only 195 million.”

“Adolescents are susceptible to peer influence, increasingly via social media, and this is a concern when emerging evidence suggests vaping has detrimental effects on the developing brain, lungs and heart.”

“They (TikTok) are actively promoting this content to young people.”

There has yet to be a study that directly links TikTok to the rising popularity of vaping.

However, statistics show that in general, vaping among young people has increased significantly in recent years.

The TGA found that between 2015 and 2019, e-cigarette use by young people increased by 72 per cent in the US, 150 per cent in Canada and 96 per cent in Australia.

Despite these concerns, TikTok is yet to start policing vaping videos.




Please login with linkedin to comment

    Latest comments
    1. My teen daughters school, called a special meet recently for parents on social media. Tik Tok influence and the promotion of Vaping is one of the greatest concerns the schools are now dealing with a variety of serious carcongenic products being used by kids. We don’t allow cigarette advertising and alcohol has strict time guidelines with fines attached. The advertising industry and Tik Tok each have a moral and social responsibility to push for strict guidelines. Advertisers have a responsibility to consider their ad environments as too media agencies their recommendations. Our kids future matters.

The University of Queensland TikTok

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]