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Information / Social media & influencers
Smoking, vaping and nicotine can appear in ordinary-looking posts, videos, stories and feeds. Some of that content is advertising. Some is not. Knowing the difference can help you spot what is trying to make a product look normal, desirable or harmless.
Last reviewed: 27 September 2026
QUICK ANSWER
A paid creator post, a brand account, a friend’s video and a celebrity photo are different kinds of content. Do not assume someone has been paid unless there is evidence of a commercial relationship.
The useful question is not simply “is this an advert?”. Start by working out what kind of content you are looking at.
A company pays for an advert, placement or creator post. Promo codes, affiliate links, gifted products or #ad disclosures can be clues to a commercial relationship.
Posts made by a vape, nicotine or tobacco brand or retailer are commercial content, even when they use the style of an ordinary social post.
A creator may be paid, gifted a product or have another commercial link – but not every creator post is advertising. Look for evidence rather than guessing.
A friend showing a vape or pouch is not automatically an advert. It can still affect what feels common or socially accepted.
A celebrity photo, music video, film or fashion image is not automatically promotion. Commercial intent and editorial context matter.
Colours, flavours, packaging, device design, discounts and giveaways can make a product more noticeable or appealing without looking like a traditional advert.
You do not need to investigate anyone. These are simply useful questions for reading what appears in your feed.
A brand, retailer, creator, friend, news outlet or entertainment account?
Look for sponsorship, gifted products, promo codes, affiliate links or advertising labels.
Is the focus on flavour, appearance, lifestyle, popularity, stress relief or belonging?
Does the post leave out nicotine, dependence, age restrictions, health information or the fact that a relationship is commercial?
Platforms can recommend similar content after you watch, search, follow or interact. Repetition can make something feel more common than it is.
Research has found an association between exposure to tobacco-related content on social media and tobacco use or susceptibility to use. A 2022 systematic review and meta-analysis included 29 studies and 139,624 participants.
That does not mean one post causes one person to smoke or vape. Much of the evidence is observational, different studies measure exposure in different ways, and social media use can be linked with many other factors. The sensible conclusion is that social-media exposure is a prevention issue worth paying attention to – not that every image or influencer causes nicotine use.
Right now: UK advertising rules prohibit marketing communications that directly or indirectly promote unlicensed nicotine-containing vapes in most online and electronic media. Vape advertising in media where it is permitted must not be directed at under-18s, and people shown using a vape or playing a significant role must not be, or appear to be, under 25.
The rules are changing again. The Tobacco and Vapes Act received Royal Assent on 29 April 2026. The UK Government has stated its intention for broader advertising and sponsorship restrictions covering vaping and nicotine products to come into force from 1 June 2027. Until then, the current rules remain relevant.
ASA/CAP guidance explains where vape advertising is prohibited online and how the rules apply to social media.
Read the UK Government update on the wider advertising and sponsorship restrictions planned for 2027.
If you think an advert or commercial promotion breaks the advertising rules, you can complain to the Advertising Standards Authority. They may ask where and when you saw it and, where possible, for a screenshot or recording.
If you are concerned about an illegal vape or tobacco product, an underage sale, a shop, seller or online account, report it anonymously through No Ifs. No Butts. You do not need proof and you should not investigate or confront anyone yourself.
You can mute or unfollow accounts, use “not interested” or reporting tools, and avoid repeatedly watching content you do not want more of. If you already smoke or vape and want support, you can get help without judgement.
For schools, youth workers, parents and carers, the aim is media literacy rather than telling young people that everything they see is advertising. Help them ask who made the content, whether there is a commercial relationship, what is being made appealing, what information is missing and how a claim can be checked.