Discourse about flavored tobacco restrictions on TikTok can undermine progress 

In a sample of TikTok videos on flavored tobacco restrictions the content that generated the most views was about how to circumvent newly implemented policies, according to a Truth Initiative study. 

Flavored nicotine products are an important driver of youth tobacco use, with over 90% of youth and young adult e-cigarette users choosing a flavored product. To curb youth nicotine use, some states have enacted comprehensive flavor restrictions that have been successful, with Massachusetts seeing an 86% decrease in overall e-cigarette sales and California experiencing a 67% decline in flavored e-cigarette sales. 

In light of these policies, people have taken to social media to spread information about loopholes, alternative products, and illicit markets that can undermine the effectiveness of flavor restrictions. According to the study, the TikTok algorithm makes it easier to promote ways to circumvent laws and spread misinformation about tobacco policies – an issue that must be addressed with regulatory action. 

Key takeaways from this study

• Regulatory actions spiked engagement. Posts using #menthol and #mentholban surged when state-level menthol bans went into effect, and when the US Food and Drug Administration (FDA) announced product standards restricting menthol cigarettes and flavored cigars.
• Policy proposals grabbed attention. Peak discourse occurred under the hashtag #flavorban when the FDA proposed rules to prohibit menthol in cigarettes and flavors in cigars on May 4, 2022.
• Content about policy circumvention was most popular in the sample. TikTok videos that depicted policy circumvention methods received 66.6% (29 million) of all views and 31.4% (491k) of all likes in the sample.
• Circumvention strategies vary. Circumvention-focused videos demonstrated using flavor capsule injectors/crush balls, non-menthol cigarettes, menthol cards, and buying flavored tobacco products illegally.
• Among videos that discussed specific policies, most opposed the policies. Overall, 37% of the videos in the sample showed people discussing the flavor and menthol laws. The majority of these influencers (58.4%) were against the ban, while only 9.3% were in support. 

Stronger social media regulations are needed to support tobacco control policies

The findings of this study raise public health concerns as TikTok remains widely popular among youth and young adults. The visual nature of the platform makes it easier to advertise tobacco products and demonstrate ways to get around flavor restriction laws, which creates enforcement challenges across jurisdictions.  

To counter these challenges, the authors of the study recommend spreading evidence-based prevention messages across TikTok. Social media platforms are also advised to partner with state and federal agencies to detect illegal activity within their jurisdictions. Lastly, banning the online sale of flavored accessories and enforcing tobacco delivery laws can help close policy loopholes and strengthen flavored tobacco restrictions.