TikTok promotes vaping as a fun, safe and socially accepted pastime – and omits the harms

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Social media platforms such as Instagram, TikTok and Facebook overwhelmingly show vaping in a positive light. This messaging makes it seem that e-cigarette use is common and socially accepted.

Traditional tobacco advertising has been banned in Australia for decades. However, e-cigarettes are widely promoted on social media, undoing some of the positive work of previous decades.