Nicotine‑Free Vape Ads Draw Teen Talk on TikTok

A group of scientists wanted to check how nicotine‑free vape ads appear on TikTok, the app teens use.

They chose five companies that make these gadgets and examined 435 short videos posted from July 2023 to July 2024.

Most clips were made to be fun (48%), some focused on quitting nicotine (39%), many claimed the product is safer than regular vape or smoke (38%), and a quarter used made‑up health claims (26%). Flavors showed up in 34% of clips, taste tests in 20%, and claims of natural ingredients in 15%. The analysis also showed that many viewers were curious about trying the products themselves.

Reading the comments (over 5,000) revealed worries about addiction, doubts about safety, and questions on whether it really helps quit, while also showing curiosity and a belief that risk is lower, even among minors. These findings show that such ads can attract young people, spread false safety ideas, and point to a need for more study and clearer rules. The study says more research is needed to understand how these products affect young users and to shape proper regulations. It also highlights the importance of clear rules for these products. The results suggest that regulators should pay closer attention to how these ads are presented to teens.

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