Social media is a constant hazard for parents and children in 2025. Without guardrails, social media can expose children to material that is not safe for the youth. The latest example of this matter is children’s ability to buy illegal e-cigarettes online. The Truth initiative released survey data that reveals that 69 percent of parents are unaware that children can purchase e-cigarettes on social media platforms. Tobacco companies use popular social media influencers to tout illegal e-cigarette products to lure teens and kids into buying them. This tactic is a method to start a nicotine addiction in kids so they continue to smoke into adulthood.
“The Majority of parents being unaware is the most surprising discovery of the results. Online environments allow young people to talk to one another and get products. They are also exposed to the impact of social media influencers affiliated with the products,” said Barabra ___,
Chief Research Officer for the Truth Initiative.
The Truth Initiative released its survey data in August. 987 parents nationwide participated in the survey. Tobacco companies have made it relatively easy for these purchases to get past parents. E-cigarette products bought online usually come in deceptive packaging, like beauty products or gaming accessories. Online shops are also very comfortable with age limits. Their looseness on age verification allows young customers to reach the checkout page without proper confirmation that the shopper is the legal age of 21. More discoveries from the survey are Two out of three parents are unaware that only some e-cigarettes available for purchase online or at retail stores are FDA-authorized. 72% of parents say the government is not doing enough to keep illegal e-cigarettes away from children and teens.
“Mistakenly, parents could assume that if it is for sale and the FDA regulates it, it must be legal. Unfortunately, that’s not the case. Recently, the FDA has taken action to get the top-selling unauthorized brands off the market. They have sent cease and desist letters, but I think the FDA can’t do it alone,” said
Nicotine is so harmful to kids and teenagers because their young brains are still developing. According to a release from the Truth Initiative, nicotine has been shown to negatively impact mental health by amplifying feelings of anxiety, depression, and stress. Information from the National Youth Tobacco Survey unveils E-cigarettes remain the most used tobacco product among U.S. youths—almost 40 percent of teens who participated in the survey report that they vape nicotine often.
Tobacco companies have gone to extensive lengths to get their products into kids’ hands. They create edgy campaigns and make youth-appealing sweet and fruity flavors. Ooze and Rama are e-cigarette companies that sell smart vapes. These products have gaming features and Bluetooth connectivity for under $20.
A report from the Truth Initiative explains that Tobacco companies are using misinformation online and on social media to reach the youth. The report states that Tobacco industry players reframed their image and positioned themselves as public health advocates to market new tobacco products as healthier alternatives while continuing to sell deadly combustible products. In 2020, The Truth Initiative published research about how tobacco companies used Instagram to sell flavors that were not in stores because of FDA regulations.
The Truth Initiative is combating the negative influence with its group of young individuals who are making a social impact called the Quit Collective. Quenlin Blackwell, Vic Blends, and Jesse Sullivan are influencers with a large following who have quit or are in the process of quitting e-cigarettes and showing their journey online. The organization also has a resource guide and a dictionary with the vaping lingo for sellers and buyers who use products. The parent survey about kids buying e-cigarettes online has brought some stark information to light. The Truth Initiative wants to provide parents and caregivers with helpful equipment to combat this issue.
