Background:
In an increasingly digital world, the world’s largest multinational tobacco companies have turned to under-regulated social media platforms to advertise tobacco and nicotine products to an unlimited audience of young social media users. With the click of a button, tobacco giants can now reach users around the world in an instant and expose billions of young people to advertisements for their addictive products.

Objectives:
The Campaign for Tobacco-Free Kids examined how Philip Morris International and British American Tobacco are using social media to aggressively advertise e-cigarettes, heated cigarettes, and nicotine pouches to young people. The project exposes the true audience for Big Tobacco’s online marketing and underscores the urgent need for increased regulation and safeguards both online and offline in tobacco control.

Methods:
Using social listening software, the Campaign for Tobacco-Free Kids analyzed the content, scope, and reach of social media marketing for three brands: Vuse (British American Tobacco), Velo (British American Tobacco), and IQOS (Philip Morris International).

Results:
More than 40 percent of the audience that is being targeted by tobacco companies on social media is young people under the age of 25. Content promoting tobacco and nicotine products has been viewed billions of times around the world on social media platforms – primarily on Instagram.

Conclusions:
Urgent action is needed by governments to implement strong policies that protect young people from the predatory marketing tactics of Big Tobacco companies online.