Proliferation of JUUL-related content material on Instagram more likely to attraction to the younger

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There was a proliferation of JUUL-related content material on the picture and video sharing social media service, Instagram, that’s more likely to attraction to younger folks, reveals analysis printed on-line within the journal Tobacco Management.

The posts function product promotion, nicotine and habit content material, and references to youth tradition, the evaluation exhibits.

Within the US, digital advertising and marketing of e-cigarettes on social media is unregulated, leaving the way in which clear for the vaping trade to aggressively market merchandise like JUUL to younger folks, who’re the heaviest customers of social media platforms, say the researchers.

JUUL is a excessive tech vaping system that resembles a pc flash drive. It contains a chargeable battery and removable pods—nicotine cartridges that are available numerous flavours.

Amid rising considerations in regards to the growing reputation of JUUL and different e-cigarette merchandise and their potential to addict a brand new technology to nicotine, the researchers got down to analyse the quantity and traits of JUUL-related posts on Instagram.

In all, they retrieved 14,838 related posts from 5201 particular person customers between 1 March and 15 Might 2018, together with all posts on the official JUUL account earlier than it was deleted in November 2018.

Utilizing a mix of machine studying strategies, key phrase algorithms, and human coding, main posts had been labeled as that includes content material associated to product promotion; nicotine and habit; youth tradition, together with memes, celebrities and music; and way of life, together with social actions or identities.

A 3rd of the posts (34%) contained overt promotional content material that highlighted methods to acquire merchandise at lowered price, resembling freebies and incentivised friend-tagging.

Round one in 10 (11%) of the posts contained info associated to nicotine and habit. These featured memes and hashtags in regards to the constructive results of nicotine and in contrast nicotine’s addictive nature to chocolate cravings or binge-watching Netflix.

Over half the posts (55%) featured youth tradition or lifestyle-related (57%) content material.

Youth-related content material or way of life appeals had been apparent inside promotional posts and nicotine- and addiction-related posts.

“These findings bear a hanging resemblance to the techniques utilized by the normal tobacco trade to advertise smoking as a socially acceptable behaviour and normalise the ‘constructive facets of smoking and nicotine’,” they write.

JUUL just lately closed its official Instagram account, however voluntary motion alone won’t be sufficient, say the researchers, given the burgeoning class of JUUL-like e-cigarettes coming to market.

“Robust regulatory motion is required to limit promotional efforts for e-cigarette merchandise, notably inside social media platforms the place youth participation is excessive,” they conclude.

Almost half of Juul Twitter followers are teenagers, younger adults: examine

Extra info:
Characterising JUUL-related posts on Instagram, Tobacco Management (2019). DOI: 10.1136/tobaccocontrol-2018-052824

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British Medical Journal

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Proliferation of JUUL-related content material on Instagram more likely to attraction to the younger (2019, July 2)
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