Vape Manufacturers Evade Regulations through Social Media Loopholes

Strategic Insights -

New Zealand's youth vaping rates are among the highest in the world, with a significant increase from 2017 to 2024. The promotion of vapes on social media is a major driver of this issue, with many countries introducing advertising restrictions, including on social media. However, vape manufacturers mirror traditional tobacco marketing techniques, using global channels to circumvent domestic regulations. This raises questions about the effectiveness of New Zealand's rules in a globalized digital world.

Key Takeaways:

  • The Vuse Instagram account, owned by British American Tobacco, has over 14 million followers, primarily due to collaborations with high-profile partners like Formula 1 team McLaren.
  • The account features lifestyle and entertainment collaborations, including music festivals, influencers, and "glamour" videos that connect the product with appealing lifestyles and experiences.
  • Of the nearly 700 times an influencer or brand was tagged in the posts, only 14 were disclosed as paid partnerships, highlighting the use of workarounds to bypass advertising restrictions.
  • Vape companies often use loopholes in social media policies, such as Instagram's rules on "factual" vape content on a company's social media account, to maintain a presence in the market.

Statistics:

  • The Vuse Instagram account has over 14 million followers, primarily due to collaborations with high-profile partners.
  • Four of the ten most viewed posts on the Vuse account were in the style of "glamour" videos, featuring young women filming themselves selecting fashion, makeup, and hairstyles.
  • Only 14 out of nearly 700 times an influencer or brand was tagged in the posts were disclosed as paid partnerships.
  • Instagram lists @Vuse.Worldwide as a verified account, based in the UK, where advertising standards permit only "factual" vape content on a company's social media account.

Sources:

1. [Source 1 - original text]

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