The use of e-cigarettes is rapidly increasing worldwide, especially among youth and children. Despite this, little is known about the landscape of digital e-cigarette marketing, particularly in India where 268,000 people are currently using these products, despite a complete ban on it. A new study released in Frontiers in Public Health has compared e-cigarette marketing in India, Indonesia and Mexico, three countries with different e-cigarette regulations and large populations of youth online, to detail the extent and messaging of e-cigarette marketing. The study found that in India, 100% of marketing originated from accounts associated with third-party retailers.
The rise of social media and digital marketing has made it easier for the tobacco industry to target India’s youth, said Vaishkahi Malik, Associate Director, South Asia, Vital Strategies. This is particularly concerning given that e-cigarettes have been linked to serious health risks such as nicotine addiction and lung injury. The study calls for stricter regulations on digital e-cigarette marketing, as well as increased awareness campaigns to educate the public on the dangers of e-cigarettes. The report also highlights the need for social media platforms to take more responsibility for curbing e-cigarette marketing content on their platforms.
