BACKGROUND-AIM:
Despite Germany’s ban on advertising for heated tobacco products (HTPs) and e-cigarettes across TV, radio, print media and internet, promotions for these products is still present on social media. This monitoring study aimed to provide the first time the first systematic monitoring of such advertising on selected social media platforms in Germany. The study’s findings were used to inform policy briefs to support legislative efforts towards a comprehensive tobacco advertising ban in Germany.

METHODS:
The monitoring was conducted in 2023. We collected posts related to e-cigarettes and HTPs in German language on Facebook, Instagram, TikTok and Pinterest. The posts were analysed to determine their origin and the specific products mentioned.

RESULTS:
We analysed about 700 posts related to e-cigarettes and 400 posts related to HTPs. Retailers and manufacturers were the primary sources of promotional social media posts related to these products. Retailers frequently posted pictures of advertising at the point-of-sale (POS) on social media. While tobacco advertising at the POS is still allowed in Germany, retailers effectively expand tobacco advertising at their sales outlets onto social media platforms through these posts. Manufacturers in turn appeared to intentionally circumvent the advertising ban by showcasing only HTP devices without tobacco sticks inserted.

CONCLUSIONS:
Despite the advertising ban on the internet, young users of social media platforms remain exposed to promotional content for harmful products. The results of the study reveal significant regulatory gaps, which are being actively exploited by manufacturers and retailers to undermine existing regulations. The findings highlight the urgent need to advocate for a comprehensive ban on all forms of tobacco and e-cigarette advertising, including promotional activities on social media.