BACKGROUND-AIM:
France enforces strict prohibitions on advertising for tobacco and vaping products, yet manufacturers increasingly use digital channels—social media, websites, newsletters and SMS—to promote e-cigarettes, nicotine pouches and heated tobacco. This updated observatory documents illicit online marketing practices in 2024 and evaluates their evolution compared with 2023.

METHODS:
Between January and December 2024, the online activities of 20 major tobacco and nicotine brands were monitored across 30 social media accounts, 20 manufacturer websites and direct communication channels. Advertisements were classified by platform, product type and marketing arguments, and assessed for compliance with age-verification obligations and mandatory warnings.

RESULTS:
A total of 668 illicit advertisements were identified in 2024, a 37% decrease from 2023 but still substantial. Vaping products remained the most promoted (56%), though advertising for disposable e-cigarettes fell sharply (-85%) following the anticipated ban. In contrast, marketing for nicotine pouches increased (+10%) and accounted for 41% of all promotions, reflecting manufacturers’ strategic shift towards products not yet fully regulated. Instagram remained the primary vector (62%), confirming deliberate youth targeting, while Facebook and newsletters were used to replicate identical content and maximise reach. Advertising arguments primarily focused on flavour diversity (43%), promotional incentives (21%) and product features such as portability or battery autonomy (19%). Messaging emphasising the ability to use nicotine pouches in smoke-free and vape-free places was also recurrent. “Reduced-risk” narratives remained marginal (≈3%), indicating a preference for lifestyle-based marketing. Compliance was particularly low: 44% of ads displayed no warning, only 50% included both mandatory notices, and just 4 of 19 active accounts were age-restricted. On websites, around 90% allowed account creation or newsletter subscription without age verification, and only two implemented strengthened controls at purchase. Direct marketing intensified markedly, with SMS and email advertisements rising from 45 to 127 (+182%), signalling a shift towards less visible promotional strategies following legal actions.

CONCLUSIONS:
Illicit digital marketing for nicotine products therefore remains pervasive, with manufacturers adapting rapidly to regulatory changes and exploiting gaps in enforcement. Stronger sanctions, effective age-verification systems, a full ban on online sales of these products and comprehensive restrictions are urgently required to protect minors and curb the attractiveness of these products.