Social media influences adolescents’ perception of tobacco-related risks

Adolescents who spend more time on social media tend to underestimate the dangers of certain tobacco products compared to traditional cigarettes. A recent study reveals that frequent use of these platforms is associated with a reduced perception of the risks linked to e-cigarettes and hookah.

E-cigarettes, often presented as a less harmful alternative, are particularly affected. Young people who use social media daily are more likely to consider them less dangerous than conventional cigarettes. This trend is also observed for hookah, albeit to a lesser extent. However, no significant correlation has been established for cigars or chewing tobacco.

Social media plays a key role in this shift. Tobacco brands deploy targeted marketing strategies there, highlighting attractive flavors, modern designs, or a positive social image. These messages, often lacking health warnings, can trivialize the use of these products and downplay their dangers in the eyes of young people. Influencers and user-generated content, such as memes, reinforce this perception by associating tobacco with positive or risk-free experiences.

Adolescents, in the process of developing their judgment, are particularly sensitive to these influences. Their repeated exposure to pro-tobacco content can distort their risk assessment and encourage them to try these products. While e-cigarettes are less toxic than cigarettes, they still contain nicotine, a highly addictive substance that can harm brain development in young people.

This study highlights the importance of strengthening prevention messages on digital platforms. Public authorities and health actors could collaborate with social media to limit minors’ exposure to tobacco advertising and promote clear information about its dangers. Awareness campaigns tailored to these channels could help correct misconceptions and reduce early initiation of these products.

Bibliography

Report Source

DOI: https://doi.org/10.1007/s41347-026-00661-z

Title: Shaping Perceptions Online: The Frequency of Social Media Use and Comparative Harm Perceptions of Tobacco Products among U.S. Adolescents

Journal: Journal of Technology in Behavioral Science

Publisher: Springer Science and Business Media LLC

Authors: Xiao Li; Michael G. Vaughn; Hong Xian; Zhengmin Qian