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For young people / Social media & influencers
Social media, influencers & nicotine
Your feed can make nicotine look more normal, more popular or less risky than it really is. This page is about spotting what is shaping that feeling – and giving yourself a bit more control over what you see.
Last reviewed: 27th September 2026
IN SHORT
Not everything in your feed is an advert - but it can still influence what feels normal.
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.
What can nicotine content look like?
The useful question is not simply “is this an advert?”. Start by working out what kind of content you are looking at.
Paid ads & sponsored posts
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.
Brand or retailer content
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.
Creator or influencer content
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.
Friends & peer posts
A friend showing a vape or pouch is not automatically an advert. It can still affect what feels common or socially accepted.
Celebrity & entertainment imagery
A celebrity photo, music video, film or fashion image is not automatically promotion. Commercial intent and editorial context matter.
Product appeal
Colours, flavours, packaging, device design, discounts and giveaways can make a product more noticeable or appealing without looking like a traditional advert.
Five questions to ask
You do not need to investigate anyone. These are simply useful questions for reading what appears in your feed.
1. Who made it?
A brand, retailer, creator, friend, news outlet or entertainment account?
2. Is there a commercial link?
Look for sponsorship, gifted products, promo codes, affiliate links or advertising labels.
3. What is being made appealing?
Is the focus on flavour, appearance, lifestyle, popularity, stress relief or belonging?
4. What is missing?
Does the post leave out nicotine, dependence, age restrictions, health information or the fact that a relationship is commercial?
5. Why might I keep seeing it?
Platforms can recommend similar content after you watch, search, follow or interact. Repetition can make something feel more common than it is.
If social media is making nicotine harder to ignore
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.
Are you a parent, teacher or youth worker?
This page is written for young people. For the evidence, advertising rules, digital influence, packaging, algorithms and discussion guidance, use our adult and professional information pages.