New Curtin University research has found TikTok\u2019s policies on the promotion of vaping are frequently violated, putting the social media platform\u2019s predominantly young users at potential risk of e-cigarette exposure and use.<\/p>\n\n\n\n
Lead researcher Professor Jonine Jancey, from the Curtin School of Population Health said the findings highlighted the dangers of relying on social media platforms to develop and enforce their own policies around content.<\/p>\n\n\n\n
\u201cOur study explored how e-cigarettes are promoted on TikTok, to assess the effectiveness of the platform\u2019s own \u2018drugs, controlled substances, alcohol and tobacco policy\u2019,\u201d Professor Jancey said.<\/p>\n\n\n\n
\u201cThe sheer amount of potentially harmful content being fed to young people on TikTok shows self-regulation is failing.<\/p>\n\n\n\n
\u201cOf the 264 videos related to e-cigarettes that we studied and which had a total of 2.5 million views, 97.7 per cent portrayed them positively, and these posts received 98.7 per cent of the total views and 98.2 per cent of the total likes. These used humour, music, shared vaping tricks and referred to a \u2018vaping community\u2019, supporting the normalisation of these products.<\/p>\n\n\n\n
\u201cSixty-nine of the posts (26.1 per cent) we reviewed violated TikTok\u2019s content policy by promoting these products for purchase. This included videos containing details on how and where to purchase e-cigarette products, links to online retailers and other social media accounts for purchasing products and offers such as \u2018buy three, get one free\u2019 and giveaways.\u201d<\/p>\n\n\n\n
Professor Jancey said federal regulations should be tightened to ensure penalties are enforced for both content creators and social media platforms that breach policies or Government advertising laws.<\/p>\n\n\n\n
\u201cIt seems there are no major consequences for those who do not follow TikTok guidelines and violate content policy. Social media platforms can decide the consequences for breaches of their policies, but they have a clear financial incentive not to punish people who breach their policies,\u201d Professor Jancey said.<\/p>\n\n\n\n
\u201cGovernment regulations that captures e-cigarette advertising, promotion and sponsorship, including on social media must be enforced. These should include requiring social media platforms to report on how they are ensuring these regulations are upheld.\u201d<\/p>\n\n\n\n
Co-author and Professor of Internet Studies Tama Leaver from Curtin\u2019s School of Media, Creative Arts and Social Inquiry said because the videos are typically made by young people for young people, they are particularly powerful.<\/p>\n\n\n\n
\u201cThis is essentially a form of peer-to-peer promotion where young people see their friends or celebrities portraying vaping in a positive way,\u201d Professor Leaver said.<\/p>\n\n\n\n
“In addition, some vaping content is posted by influencers who may actually be paid by the e-cigarette industry to promote their products, although this is not disclosed and young people watching these videos may not even know they are being advertised to.\u201d<\/p>\n\n\n\n