More than half of Welsh adults who have heard of vapes wrongly believe vaping is as harmful as smoking or worse, new ASH Wales YouGov findings show.
NICOFIENDS / HYPE & MARKETING
HYPE, MARKETING & SOCIAL MEDIA
Some pressure looks like a dare. Some looks like a bright pack, a flavour name, a creator post or the same product showing up again and again in your feed.
Spot the sell. Question the hype. Make the choice yours.
MEET THE NICOFIENDS
Spot the nudge
Each Nicofiend gives a pressure, feeling, message or craving a face, so it is easier to spot and talk about. The Nicofiend is the pressure, never the person.
Flashpack Fiend
“Look at me. I look fun.”
Colour, packaging and device design can grab attention before you know much about the product.
Hype Hound
“This is AMAZING!”
Big reactions, excitement and buzz can make something feel more important or more normal than it really is.
Trend Trapper
“It’s everywhere…”
Seeing the same thing repeatedly can make it feel common, even when your feed is not a picture of what everyone your age is doing.
Sweet-Talk Sprite
“Sounds sweet, so what’s the problem?”
Flavours, names and imagery can make a nicotine product feel more like a treat than a product containing an addictive drug.
WHAT’S REALLY GOING ON?
Five questions that cut through the hype
You do not need to investigate anyone. These are quick questions that help you read what is in front of you.
1. Who made it?
A brand, retailer, creator, friend, news account or entertainment page?
2. Is there money behind it?
Look for sponsorship, gifted products, promo codes, affiliate links or an advertising label.
3. What are you being pushed to notice?
Flavour? Colour? Price? Lifestyle? Popularity? A big reaction?
4. What is missing?
Does it leave out nicotine, dependence, age restrictions, cost or health information?
5. Why do I keep seeing it?
Platforms can recommend similar content after you watch, search, follow or interact. Repetition can make something feel more normal.
NICOFRIENDS
What can you do next?
The NicoFriends are the moves that give you more space to choose. You do not need a perfect comeback or a massive plan.
Fact Check
A confident claim is not automatically a fact. Check where it came from.
See the Sell
Ask who benefits if you want, click, share or buy.
Spot the Ad
Some adverts look like ordinary posts. Look for the commercial link rather than guessing.
Plain-Pack Test
Imagine the same product with no colour, flavour name, creator or hype around it. Does it still feel as interesting?
Not every post is an advert
A friend showing a vape is not automatically advertising. A creator is not automatically being paid either. The useful bit is learning to spot when there is a commercial link and noticing that unpaid posts can still affect what feels normal.
Need support?
You do not have to work out everything on your own. Pick the option that sounds closest to what is happening.
Illegal products or underage sales?Report illegal tobacco, vapes, cannabis/THC products or underage sales. Anonymous. No proof needed.Report anonymouslyNeed someone to talk to?Free, confidential support for young people in Wales aged 25 and under.Meic · 0808 80 23456Want help to stop smoking or vaping?Support is available without judgement. Smoking support from age 12+; vaping support is available too.Get help to stop · 0800 085 2219Drugs, alcohol or an unknown substance?Free, confidential drug and alcohol advice, 24/7.DAN 24/7 · 0808 808 2234Urgent health advice?Use NHS 111 Wales for urgent health advice.Call 111
Where next?
Keep exploring another Nicofiends area, get support, or head back to the campaign.