Illegal Tobacco Promotion on Instagram by Influencers: Recent Findings
A report reveals that over 200 influencers have engaged in illegal advertising for tobacco-related products on Instagram, exposing millions to such promotions.
A recent report from the Alliance Against Tobacco (ACT) has highlighted the widespread illegal advertising of tobacco products by influencers on Instagram from 2019 to 2024. According to the ACT, 229 influencers have collectively posted 948 times on the platform, promoting products such as vapes and nicotine pouches.
The analysis indicates that these posts have reached over 24 million individuals, predominantly young people.
The ACT emphasizes that the promotion of vaping products has been prohibited since 2016, a ban that was extended in 2023 to include all nicotine products.
Marion Catellin, director of the ACT, expressed serious concerns about the tobacco industry's tactics, stating that it continues to advertise its products despite established restrictions.
Catellin criticized the ongoing circumvention of the law by the tobacco industry to promote its products on social media.
Particular brands under scrutiny include electronic cigarette manufacturers VUSE (formerly Vype) and BLU, as well as the nicotine pouch product VELO.
The report notes that these brands often enlist nano and micro influencers—those with fewer than 20,000 followers—due to their perceived authenticity and closer relationships with their audiences.
Influencers in lifestyle, product testing, and beauty sectors have been specifically targeted, creating promotional content through collaborations and product trials.
Notable influencers mentioned include Dylan Thiry, a former contestant on the reality show Koh Lanta, and Julie Bourges (known as Douzefévrier), originally from the Côte d'Azur.
There are also indications that brands have employed more subtle marketing strategies, such as inviting influencers to high-profile events.
An example of this is Drag Queen Catherine Pine O’Noir, who attended the Cannes Film Festival and publicly thanked VELO for the invitation, showcasing the blurred lines between event attendance and promotion.
The report raises significant questions regarding the effectiveness of existing regulations and the challenges in enforcing them against illegal tobacco marketing practices on social media platforms.
The analysis indicates that these posts have reached over 24 million individuals, predominantly young people.
The ACT emphasizes that the promotion of vaping products has been prohibited since 2016, a ban that was extended in 2023 to include all nicotine products.
Marion Catellin, director of the ACT, expressed serious concerns about the tobacco industry's tactics, stating that it continues to advertise its products despite established restrictions.
Catellin criticized the ongoing circumvention of the law by the tobacco industry to promote its products on social media.
Particular brands under scrutiny include electronic cigarette manufacturers VUSE (formerly Vype) and BLU, as well as the nicotine pouch product VELO.
The report notes that these brands often enlist nano and micro influencers—those with fewer than 20,000 followers—due to their perceived authenticity and closer relationships with their audiences.
Influencers in lifestyle, product testing, and beauty sectors have been specifically targeted, creating promotional content through collaborations and product trials.
Notable influencers mentioned include Dylan Thiry, a former contestant on the reality show Koh Lanta, and Julie Bourges (known as Douzefévrier), originally from the Côte d'Azur.
There are also indications that brands have employed more subtle marketing strategies, such as inviting influencers to high-profile events.
An example of this is Drag Queen Catherine Pine O’Noir, who attended the Cannes Film Festival and publicly thanked VELO for the invitation, showcasing the blurred lines between event attendance and promotion.
The report raises significant questions regarding the effectiveness of existing regulations and the challenges in enforcing them against illegal tobacco marketing practices on social media platforms.
