Study Links Social Media Posts about E-cigarettes and Cannabis to Increased Teen Substance Use

Recent research conducted by the Keck School of Medicine of USC highlights the growing risks associated with social media content featuring e-cigarettes and cannabis. The study reveals that teenagers exposed to posts showcasing these substances—whether from friends, influencers, celebrities, or brands—are more likely to initiate use or report recent use of either or both substances.

The research involved analyzing data from over 7,600 high school students in California, surveyed between 2021 and 2023. Findings indicate that teens who frequently encounter e-cigarette posts, especially on platforms like TikTok, Instagram, and YouTube, have a higher likelihood of beginning e-cigarette use, cannabis use, or dual use—the simultaneous use of both substances. Interestingly, TikTok was identified as the platform most associated with these early start patterns, likely due to its algorithm promoting popular content broadly.

In addition, when teenagers saw cannabis or e-cigarette posts from influencers or individuals with sizable follower counts, their chances of recent use increased, especially if the content was from influencers or friends. The study also pointed out a cross-substance association: exposure to content about one substance increased the likelihood of using the other, possibly because of the similar appearance of vaping devices for nicotine and cannabis.

The influence of influencer marketing emerged as a key concern. Many posts by influencers may evade regulatory oversight since disclosures of sponsorship are not always made, and such content is perceived as more authentic and thus more impactful on teens. Although federal bans on paid promotions of tobacco and cannabis exist, the informal nature of influencer marketing complicates enforcement.

These findings come at a time when youth e-cigarette use has been reported to decline overall by health authorities like the FDA and CDC. Nonetheless, the persistence of social media exposure, cannabis use, and dual substance use among teens underscores ongoing risks.

Vassey emphasized that understanding how different social media platforms and content sources influence teen substance behaviors can assist regulators and social media companies in implementing effective guidelines. Future research aims to further examine how cannabis influencer marketing and social media policies may shape youth exposure and perceptions.

Sources: MedicalXpress