BACKGROUND-AIM:
In Spain, almost half of adolescents (47.5%) aged 14 to 18 report having ever used e-cigarettes. Additionally, 27.8% of adolescents in this age group have smoked waterpipes at least once in their lives. Therefore, the use of tobacco and nicotine-containing products (TNCPs) has become a significant public health concern in recent years. Previous research has explored how exposure to tobacco products on social media may increase the likelihood of initiation among adolescents. This study aims to identify the marketing strategies used by the tobacco industry to promote TNCPs on social media within the Spanish context.

METHODS:
A systematic search was conducted across several social media platforms (Instagram, X, YouTube, TikTok, and Facebook) for exposure and promotional content related to TNCPs. The social media listening platform YouScan was used to monitor relevant content from January 2024 to January 2025. The #SponsoredByBigTobacco study by Tobacco Free Kids served as reference to identify the seven marketing strategies among the contents analyzed: (1) direct product marketing, (2) paid influencers, (3) sports brands collaborations, (4) music and festival collaborations, (5) arts and culture creators, (6) discounts, contests and giveaways and (7) paid ads.

RESULTS:
6 out of 7 marketing strategies were identified within the Spanish context. The only strategy not detected was paid ads. Across platforms, brands employ direct marketing and influencer endorsements, partnerships with sports, music, and cultural events and psychological triggers such as discounts, giveaways, and contests. These strategies leverage aspirational lifestyles, experiential marketing, and urgency-based incentives to enhance product appeal and foster repeated use. Their wide reach, subtle integration into youth-oriented content, and alignment with social trends amplify their impact, underscoring the need to address how such promotional practices influence health behaviors in young populations. The digital exposure to TNCPs normalizes use among adolescents and young adults (AYAs), potentially increasing initiation risk and reinforcing consumption habits. Despite comprehensive European and Spanish regulations banning tobacco advertising, significant enforcement gaps persist, mainly in social media environments, influencer content and event-based marketing. Loopholes, covert advertising and limited oversight allow these strategies to remain highly visible to AYAs, with regional regulatory responses varying in scope and effectiveness.

CONCLUSIONS:
The tobacco industry employs multi-channel marketing and advertising strategies, with social media serving as a key avenue for targeting young audiences. Therefore, it is urgent to develop a comprehensive approach that combines up-to-date regulation, active surveillance and awareness-raising campaigns to prevent the spread of novel and emerging tobacco and nicotine products.