Swipe to Inhale: Tobacco-Related Content on Social Media and Susceptibility to Tobacco Use

Research has linked youth exposure and engagement with tobacco-related content on social media to behavioral changes; however, there is a lack of studies exploring the source and types of such content and their impact on youth's susceptibility to tobacco use. This study examined the association between the type and source of content posted on social media and susceptibility to tobacco use, defined as curiosity or intention to use tobacco or e-cigarettes.

Data were from the Population Assessment Tobacco and Health study, a nationally representative cohort study of U.S. youth (n=5,652). This analysis conducted in March 2024, focused on Wave 6 (2021), examining youth who used social media in the past month and did not use cigarettes or e-cigarettes. Multivariable logistic regression was performed to evaluate the associations.

Of the youth who had used social media in the past month (88.7%), 61.4% had encountered tobacco-related content. Exposure to such content was associated with greater susceptibility to e-cigarette use (OR=1.49, 95% CI: 1.38-1.62) and cigarette use (OR=1.29, 95% CI: 1.17-1.43). Daily or near-daily exposure to tobacco-related content compared to non-exposed respondents was associated with greater odds of susceptibility to tobacco use (OR=1.53, 95% CI: 1.37-1.71). Only posts made by celebrities and influencers were associated with a greater susceptibility to tobacco use.

Regular exposure to tobacco-related content on social media, particularly content shared by celebrities and social media influencers, was associated with susceptibility to tobacco use. These findings underscore the need for targeted interventions to mitigate the effects of social media influencers on youth.