According to Vapingpost, a new study published in the journal Frontiers in Communications shows that content promoting e-cigarettes on Instagram outnumbers the number of counter-promotions, including FDA campaign hashtags, by a ratio of 10,000 to 1 .
The study, “#Vape: Measuring the impact of e-cigarettes on Instagram through deep learning and text analytics,” shows that the FDA’s “true cost” awareness campaign has had little success in stopping teen vaping.
The unusual campaign, dubbed “disrespectful” by FDA officials, was launched in 2018 to spread the message that while e-cigarettes deliver addictive nicotine, the toxins in e-cigarettes may have unexpected health effects Impact.
Former FDA Commissioner Scott? “We are acting on a very clear science that an epidemic is spreading,” Dr Gottlieb said in the release. “The data we have shows that just in the last year there has been a troubling spike in the number of teens using e-cigarettes.”
For the current study, researchers at UC Berkeley’s Center for Integrative Research in Childhood Leukemia and the Environment (CIRCLE) analyzed 245,894 Instagram posts before and after the launch of the #TheRealCost campaign. In addition, the research team conducted interviews with five e-cigarette influencers and eight social media users of college students.
Study author Julia Vassey said: “U.S. public health officials have been calling the teens an epidemic and have put a lot of effort into trying to introduce an anti-vaping movement by introducing an anti-vaping campaign. to stop the pandemic. But this massive imbalance in the number of jobs has resulted in FDA messages being overwhelmed by marketing from vaping brands.”
Vassey added that Instagram was chosen as the most popular marketing platform. “We focused on Instagram because many of the influencers we interviewed for this study identified Instagram as their most important social media marketing platform,” Vassey explained.
“Based on the results, the FDA’s anti-vaping campaign was not very popular, and we saw comments from Instagram users opposing the FDA’s claims of nicotine damaging health effects and calling it a campaign.”
Meanwhile, in the UK, advertising watchdog the Advertising Standards Authority (ASA) recently ordered tobacco company British American Tobacco (BAT) to stop advertising its e-cigarettes from any public Instagram account.
The decision came after the group investigated seven Instagram posts at the prompt of a number of health groups, including Action for Smoking and Health (ASH), Campaign for Tobacco Free Kids, and Stop Tobacco groups and products.
In the complaint, it was alleged that BAT was using models under the age of 25 to promote its products, which is banned in the UK. “The ASA’s ruling is a huge step forward in preventing tobacco companies from using social media to advertise to young people in the UK and around the world,” said Mark Hurley, international communications director for the Campaign for Tobacco Free Kids.
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