Manitoba Tobacco Reduction Alliance / The Quit Crowd
If your teen has a smartphone, chances are, they’re on social media. In fact, approximately 72% of Canadian teens use social media sites like Snapchat, Instagram, TikTok and Facebook, and this number steadily increases year after year.1
While this may come as no surprise to most parents, what’s shocking is this same cohort of young Manitobans is using vaping products at an alarming rate. In just two years, from 2017 to 2019, vaping among Manitoban youth (grade 7-12) increased by a whopping 21.5%.2 During this time, Big Vape (primarily Juul, one of the largest e-cigarette companies in North America) were leveraging social media to hook a new generation on nicotine.
So how were they doing this, what impact has it had on our youth, and what can we do about it?
Big Vape continues to take advantage of loopholes in current regulations to market to teens.
Unlike tobacco advertising, governments do not currently restrict vape advertising to the same degree. Individual platforms such as Facebook, however, do not allow ads that promote tobacco or vape use. As a work-around, companies use marketing tactics that are known to entice a younger audience. For example, vape companies offer free products, commissions, and discounts to social media influencers who in turn use these products in their social media posts.
Vaping products are being showcased in a way to enhance appeal to teens.
Provocative social media images and videos highlight the ‘fun’ aspects of vaping and associate it with a positive and social lifestyle.3 Vape tricks, social gatherings, independence, and rebellion are some ways social media is making vaping more appealing to teens. Sweet and fruity flavours target teens, which makes them more curious to try vaping for the first time.†
As a result, many teens have a positive perception of vaping.
With thousands of flavours to try, teens view vaping as cool, fun, and exciting. They view vaping as being more socially acceptable than smoking because vape products are sleek and discreet. There is also a perception that it is a healthier alternative to smoking.4 While there is evidence that suggests it is less harmful, vaping is not completely harmless and long-term studies need to continue to fully understand the effects of vaping.
As a parent, you’re probably thinking “how do I prevent my teen from being exposed to vape marketing on social media? I can’t just take their phone away.” You’re right. There’s no need to punish our teens for the wrong doings of Big Vape, and there are more productive solutions than an all-out social media ban.
You can start by having an honest conversation with your teen about the risk of vaping and nicotine (there are great resources to guide this conversation on the Government of Canada website). Ensure you find the right moment (it doesn’t need to be formal), be patient and ready to listen, and keep the conversation going. If you need support, speak to your healthcare provider, or consider suggesting your teen talk with other trusted adults like teachers, coaches, or counsellors who can help reinforce your message.
1 Anthony, K. “How Gen Z’s Social Habits Differ from Older Canadians,” Media in Canada, (2020): https://mediaincanada.com/2020/01/17/want-to-attract-gen-z-on-social-get-visual/†
2 Heart and Stroke. “Hat tip Health Canada for proposal to cap nicotine levels in vapes” Heart and Stroke, (2020): https://www.heartandstroke.ca/what-we-do/media-centre/news-releases/hat-tip-to-health-canada-for-proposal-to-cap-nicotine-levels-invapes#:~:text=One%2Dfifth%20of%20grades%207,Pipe.
3 Malz, J.D. “E-Cigarette and Combustible Tobacco Use: Attitudes and Behaviours. A Synthesis of Findings from Health Canada Public Opinion Research” Ontario Tobacco Research Unit, (2020): https://www.otru.org/wp-content/uploads/2020/04/E-Cigaretteand-Combustible-Tobacco-Use-POR-Synthesis-Report-March-2020.pdf
4 Competition Bureau Canada. “Influencer Marketing and the Competition Act,” Competition Bureau Canada, (2022): https://www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/04512.html†
