CONFERENCE PROCEEDING
Scrolling past the law? Nicotine promotion on TikTok in a regulated market
1
National Institute of Public Health, University of Southern Denmark, Copenhagen, Denmark
2
Center for Clinical Research and Prevention, Bispebjerg-Frederiksberg University Hospital, Frederiksberg, Denmark; National Institute of Public Health, University of Southern Denmark, Copenhagen, Denmark
Tob. Prev. Cessation 2026;12(Supplement 1):A145
ABSTRACT
BACKGROUND-AIM:
Social media platforms have become key environments shaping adolescents’ health behaviours. Youth are increasingly exposed to nicotine and tobacco products online, despite strict national marketing bans. The international nature of platforms such as TikTok challenges countries’ abilities to enforce existing legislation, as content easily crosses borders. At the same time, platform-specific community guidelines on promoting nicotine products remain poorly enforced. This study examined how nicotine products are promoted on TikTok within the Danish regulatory context, where all forms of nicotine marketing are prohibited.
METHODS:
A fictitious 13-year-old Danish TikTok profile was created to explore exposure to nicotine-related content. After initial keyword searches for nicotine pouches and e-cigarettes, videos that appeared on the profile’s ‘For You Page’ (FYP) were collected. Videos featuring nicotine pouches or e-cigarettes and receiving substantial engagement (>500 interactions) were screen recorded and thematically analyzed.
RESULTS:
The underage profile was extensively exposed to nicotine-related content, after minimal engagement with nicotine-related keywords. Algorithmic mechanisms sustained exposure through continued recommendations on the FYP. Three dominant marketing-related themes were identified: (1) New product promotion (reviews, demonstrations, and introductions of new flavours, formats, and sizes); (2) Identity markers (use of nicotine brands to express identity, ranking of products, or linking products to gendered lifestyles); and (3) Seasonal promotion (themed content for Christmas or Halloween, including giveaways and discounts).
CONCLUSIONS:
Despite a complete national ban on nicotine advertising in Denmark, TikTok content promoting such products remains easily accessible to underage users. These findings highlight how digital platforms undermines national legislation and emphasize the need for stronger platform accountability and harmonized international regulation to protect young audiences.Tobacco endgame, strategies and policies to
Social media platforms have become key environments shaping adolescents’ health behaviours. Youth are increasingly exposed to nicotine and tobacco products online, despite strict national marketing bans. The international nature of platforms such as TikTok challenges countries’ abilities to enforce existing legislation, as content easily crosses borders. At the same time, platform-specific community guidelines on promoting nicotine products remain poorly enforced. This study examined how nicotine products are promoted on TikTok within the Danish regulatory context, where all forms of nicotine marketing are prohibited.
METHODS:
A fictitious 13-year-old Danish TikTok profile was created to explore exposure to nicotine-related content. After initial keyword searches for nicotine pouches and e-cigarettes, videos that appeared on the profile’s ‘For You Page’ (FYP) were collected. Videos featuring nicotine pouches or e-cigarettes and receiving substantial engagement (>500 interactions) were screen recorded and thematically analyzed.
RESULTS:
The underage profile was extensively exposed to nicotine-related content, after minimal engagement with nicotine-related keywords. Algorithmic mechanisms sustained exposure through continued recommendations on the FYP. Three dominant marketing-related themes were identified: (1) New product promotion (reviews, demonstrations, and introductions of new flavours, formats, and sizes); (2) Identity markers (use of nicotine brands to express identity, ranking of products, or linking products to gendered lifestyles); and (3) Seasonal promotion (themed content for Christmas or Halloween, including giveaways and discounts).
CONCLUSIONS:
Despite a complete national ban on nicotine advertising in Denmark, TikTok content promoting such products remains easily accessible to underage users. These findings highlight how digital platforms undermines national legislation and emphasize the need for stronger platform accountability and harmonized international regulation to protect young audiences.Tobacco endgame, strategies and policies to
| eISSN: | 2459-3087 |
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