Remember as a child or teen, when seeing an advertisement on TV you just had to get? The tobacco industry is aiming to do the same thing with their products. More and more young viewers are becoming aware of these popular nicotine vapes, and teens are curious to see what the hype is all about. In the past few months, teens have taken over the vaping industry and government officials took action by creating a flavor ban.
Marketing companies understand that most of their viewers are young adults, making them target the youth to gain more business. According to Preventive Medicine, “Young Viewers with the highest exposure to TV tobacco depictions can be three times as likely to start vaping as those who don't.” Access to these products are very easy for these minors, and it starts with promotional advertising.
According to USA TODAY, they find "tobacco and smoking depictions in the most popular shows for young people appear to be rising since the group's first While You Were Streaming reports in 2018 and 2019. Nearly three-quarters of shows popular with young people studied feature tobacco/smoking images.” These selling tactics are causing teens to become active users and risk their health.
Netflix's popular show, Stranger Things, had over 720 tobacco-related scenes just in the last season. That is by far the highest record report recorded, and is nearly four times more since the show's very first season back in 2016. “The streaming service last year adopted a tobacco-free policy for new shows aimed at younger audiences (14 or under), but the new edict doesn't apply to current series and includes exceptions for "creative vision" and historical accuracy.”
The imagery makes a huge impact on viewers and can affect them for the better or the worst. However, this imagery is taking a huge risk on teens especially during the pandemic. Teens are seeing vapes advertised as a “healthy alternative,” and that is what makes them think it is harmless.
Teens who vape are at a higher risk of catching COVID-19 as it will affect their lungs more than those who are older and don’t vape. According to the Centers for Disease Control and Prevention (CDC), “Teens and young adults are the dominant form of nicotine among young people.”
Their report references high school statistics where the number of students rose by 15 percent making it 27.5 percent of high school users since 2019. It will only go up from here unless teens and minors understand the real health risks that can occur. Marketing teams should focus their efforts on users who smoke cigarettes, and help them transfer to e-cigs as that is their purpose.
Imagery plays with the teens mind. As they see their favorite character puffing or see young people on a vaping advertisement, it plays with their mind trying to find an interest. These ads showcase that the “cool kids” do it or it is “safe.” That is far from the truth. These minors need to be properly educated on the risks of nicotine and stop letting imagery make their decisions.
Works Cited
Keveney, Bill. Exclusive: Report Finds TV Tobacco Imagery Persists, and Says Young Viewers Turn to Vaping. 1 Sept. 2020,
“Preventive Medicine.” Journal, 2020, www.journals.elsevier.com/preventive-medicine.
“Outbreak of Lung Injury Associated with the Use of E-Cigarette, or Vaping, Products.” Centers for Disease Control and Prevention, Centers for Disease Control and Prevention, 25 Feb. 2020,
