As users spend more time on social media, the risk of children and young people becoming smokers, whether of traditional or electronic cigarettes, increases. This was highlighted in research published online in the journal Thorax, which examined the relationships between social media platform usage and cigarette smoking as well as the risks of electronic smoking among youth. The study covered a period from 2015 to 2021.
**Dual Usage Phenomenon**
According to a report from PA Media, this correlation was particularly evident among heavy social media users. Individuals who spent more than 7 hours a day on social media were nearly eight times more likely to smoke traditional cigarettes compared to non-users and four times more likely to smoke electronic cigarettes.
The report indicated that this conclusion was based on a study that analyzed data from 10,808 individuals aged 10 to 25 in the UK from 2015 to 2021. Participants were asked to report their social media usage during the week, as well as their smoking habits regarding traditional and electronic cigarettes. Just over 8.5% reported smoking traditional cigarettes, while 2.5% reported currently smoking electronic cigarettes, and just over 1% reported dual usage of both types of cigarettes. Thus, smoking traditional cigarettes, electronic smoking, and dual usage appeared to be more common among participants who used social media the most.
Furthermore, 2% of those who claimed not to use social media reported currently smoking traditional cigarettes, compared to about 16% of those who spent 7 hours or more on social media during the weekdays. Similarly, the rate of electronic smoking ranged from less than 1% among non-users to 2.5% among those who spent 7 hours or more on social media each day.
**Other Factors in Youth Smoking?**
Additionally, the results were independent of other factors associated with an increased risk of smoking and electronic cigarette usage, including age, gender, household income, and parental smoking. When the analysis was broken down by gender and household income, similar correlations with traditional smoking arose, but not with electronic smoking. Males, those under the legal age to purchase cigarettes, and individuals from higher-income families appeared more likely to smoke electronic cigarettes.
This is an observational study, and therefore it is not possible to draw definitive conclusions about causal factors. Researchers also acknowledge that the study relied on self-reported data and that they had no information about which social media platforms were used or how they were used. In turn, the researchers provided some explanations for their findings.
The authors wrote, “First and more clearly, there is evidence that companies behind cigarette and vaping products use social media to advertise and promote their products. This includes direct advertisements targeted via specialized algorithms, and paying social media influencers who present smoking and electronic cigarettes as a trendy and desirable activity. More time spent on social media is likely to increase exposure to these forms of influence.”
The researchers added, “Second, social media usage has features in common with addictive behavior that seeks reward. High social media usage may lead to increased exposure to other addictive behaviors such as smoking.” According to the researchers themselves, “Third, being largely an unmonitored space for parents and caregivers, social media use may encourage deviant behaviors, including traditional and electronic smoking.”
The researchers concluded that companies owning social media platforms have significant authority to modify the presentation of materials promoting smoking and electronic cigarettes if they choose or are compelled to do so. It seems unlikely that social media platform owners will respond to calls to limit advertising for smoking in its various forms. Legislation regarding this issue and others should be regarded as a crucial part of online safety and child protection, thus highlighting the need for further research and governmental solutions to address the issue of direct and indirect marketing of these substances through social media. Future research should examine specific social media platforms and their impact on mental health.
