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E-Cigarette Marketing on Social Media: A Scoping Review

  • Tobacco (k Bold and G Kong, Section Editors)
  • Published:
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Abstract

Purpose of Review

Given the rapidly evolving nature of e-cigarette marketing on social media, an up-to-date review of e-cigarette marketing on social media is needed. This study aims to identify recent (published between 2017 and 2021) e-cigarette promotional strategies and promotional themes on social media to inform tobacco regulatory policies on e-cigarette marketing.

Recent Findings

Out of the 29 studies that had examined e-cigarette marketing on social media, the common promotional strategies were price promotion (N = 13; 44.8%), featuring flavors (N = 13; 44.8%), featuring product characteristics (N = 10; 34.5%), using youth-appealing themes (N = 8; 27.6%), celebrity/influencer marketing (N = 5; 17.2%), building pro-vape communities and identities (N = 5; 17.2%), and incentivizing friend tagging (N = 3; 10.3%). Promotional themes included positive themes such as “safe,” “healthy,” “young,” “independence,” “natural,” and “cool.”

Summary

This study provides the most recent scoping review on e-cigarette marketing practices on social media. Our study findings suggest that novel methods are used in e-cigarette marketing on social media.

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Data Availability

Data is available upon request.

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Acknowledgements

The authors appreciate the assistance in literature search and setting up of Covidence by Melissa Funaro, clinical research and education librarian at Yale University Library.

Funding

The research reported in this publication was supported by grant number R01DA049878 from the National Institute on Drug Abuse (NIDA) and the US Food and Drug Administration (FDA) Center for Tobacco Products (CTP). Drs. Lee, Suttiratana, and Kong are also supported by the NIDA and FDA/CTP Award Number U54DA036151. The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the Food and Drug Administration.

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Authors and Affiliations

  1. Department of Psychiatry, Yale University School of Medicine, New Haven, CT, 06519, USA

    Juhan Lee, Isha Sen & Grace Kong

  2. Department of Chronic Disease Epidemiology, Yale University School of Public Health, New Haven, CT, 06510, USA

    Sakinah C. Suttiratana

  3. Yale Cancer Center, Yale School of Medicine, New Haven, CT, 06519, USA

    Sakinah C. Suttiratana

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Contributions

Conceptualization: Juhan Lee and Grace Kong. Methodology, formal analysis, and investigation: Juhan Lee, Isha Sen, and Sakinah C. Suttiratana. Writing (original draft preparation): Juhan Lee. Writing (review and editing): Sakinah C. Suttiratana and Grace Kong. Funding acquisition: Grace Kong. Supervision: Grace Kong.

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Correspondence to Juhan Lee.

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The Section Editors for the topical collection Tobacco are Krysten Bold and Grace Kong. Please note that Dr. Kong was not involved in the editorial process of this article as she is a co-author.

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Lee, J., Suttiratana, S.C., Sen, I. et al. E-Cigarette Marketing on Social Media: A Scoping Review. Curr Addict Rep 10, 29–37 (2023). https://doi.org/10.1007/s40429-022-00463-2

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