Tobacco companies are now using NFTs, online gaming and avatars for promotion rising vaping risk; experts warn
Tobacco marketing in the metaverse is emerging as one of the biggest public health concerns of 2024. Researchers have found that
tobacco companies
are using virtual reality platforms, NFTs, and gaming communities to promote smoking and vaping among young audiences. These immersive digital strategies bypass traditional advertising restrictions and target users where regulations have not yet caught up. Experts warn that this new wave of
digital tobacco marketing
could normalise harmful behaviours among teenagers and young adults, threatening decades of progress in tobacco control.
Metaverse becomes new ground for teen tobacco marketing
The metaverse is transforming how brands connect with audiences, and tobacco companies are exploiting this unregulated environment. Social media images show avatars smoking in virtual bars and cafés, while gaming platforms host immersive events linked to tobacco brands. A recent
World Conference on Tobacco Control report
highlighted how companies are issuing NFTs and hosting branded experiences to engage users.
This groundbreaking research comes from the Canary Project, run by the global health organization Vital Strategies. Acting as a 'canary in the coalmine,' the program monitors tobacco and vape promotions across digital spaces in India, Indonesia, Mexico, and beyond. Evidence shows targeted campaigns aimed at normalizing smoking and vaping in youth-oriented online communities.
More than half of the metaverse's active users are aged 13 and below, making them highly vulnerable. Experts warn that these virtual interactions blur reality and can influence social norms around smoking. 'The combination of immersive technology and addictive marketing is deeply concerning,' says Dr. Melina Magsumbol of Vital Strategies India.
Source: YouTube
WHO warns online tobacco marketing could spark teen vaping surge
Unlike traditional advertising, digital promotions can bypass geographical restrictions and age regulations. Researchers found promotions embedded in gaming worlds and virtual events, with some tobacco companies even celebrating anniversaries through digital collectibles. Experts fear this could trigger an increase in youth experimentation with smoking and vaping.
The World Health Organization (WHO) has warned that digital tobacco and vaping promotions could reverse years of progress in reducing youth smoking rates. Countries are being urged to expand their tobacco control policies to include digital marketing channels, as children increasingly spend time online due to factors like the pandemic and gaming trends.
Experts warn unregulated online ads risk normalizing youth smoking
Youth advocates, such as those at
Campaign for Tobacco-Free Kids
, emphasize digital literacy as a defense against covert marketing. Teaching students how to identify online advertising and influencer-driven promotions can help reduce the impact of such campaigns. Experts believe building these skills at an early age is crucial to safeguarding future generations.
Experts agree that regulating the internet is complex, as cross-border digital environments lack the strict frameworks seen in physical advertising. However, ignoring these emerging trends may lead to widespread normalization of harmful habits among youth.
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