AI Article Synopsis
- India has implemented a comprehensive ban on e-cigarettes, but they are still being marketed online, particularly through social media platforms, posing a challenge to the ban.
- A 2022 survey involving 370 youth revealed that 66.6% learned about e-cigarettes from social media, primarily Instagram, which hosts numerous influencers promoting their use as trendy and beneficial.
- To protect young people and work towards a tobacco-free generation, strong enforcement of existing regulations and educational programs on the risks of e-cigarettes and current laws are essential.
Article Abstract
India is one of the few countries to have banned production, manufacture, import, export, transport, sale, distribution, storage and advertisement of electronic cigarettes (e-cigarettes). With the advent of technology, these product are being marketed extensively on internet despite the ban. To assess promotion and sales of e-cigarettes on the internet, and social networking sites (SNS); and to assess the levels of awareness regarding e-cigarettes among youth participants and the source of receiving information on e-cigarettes. In 2022, a survey was conducted with youth (18-24 years), along with a desk review to identify influencers promoting, and e-stores selling e-cigarettes in India. Further, a content analysis was conducted on the identified influencers and online stores. 370 youth with a mean age of 21.1 ± 1.7 years participated in the survey. 66.6% of participants reported being aware of e-cigarettes through social media. Instagram (46%) was identified as the most popular social networking platform for promoting e-cigarettes. 189 influencers promoting e-cigarettes on Instagram were identified and their posts positively portrayed e-cigarettes (trendy/cool, flavours, hedonic value, features cessation aid and cost-effective). Additionally, 83 e-stores (49 Indian and 34 international) were identified as selling e-cigarettes in India. Findings from content analysis of both influencers and e-stores highlighted issue of international cross-border marketing. To safeguard youth and achieve a path to Tobacco-free generation; there is a dire need for strengthening the monitoring and enforcement of PECA 2019, especially to address international cross-border advertisements and sales of e-cigarettes. Additionally establishing strong reporting violation mechanisms is also needed. Furthermore, educating youth, retailers, policy makers and community via sensitization programs on detrimental effects of e-cigarette use and existing policies related to e-cigarettes in India is crucial.
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| http://www.ncbi.nlm.nih.gov/pmc/articles/PMC11568514 | PMC |
| http://dx.doi.org/10.1177/1179173X241264504 | DOI Listing |
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