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Paid Social Media Advertising on Vaping in Australia: A Descriptive Study Using Meta Ad Library.

Health Promot J Austr

October 2025

School of Social Sciences, Faculty of the Arts, Social Sciences and Humanities, University of Wollongong, Wollongong, Australia.

Issue Addressed: This study investigated how various advertisers engage in vaping-related marketing on social media, with a focus on message stance, audience targeting and advertising strategies, using data from the Meta Ad Library. This is particularly relevant given the growing concern around vaping among young people and recent policy reforms in Australia.

Methods: We analysed vaping-related advertisements from Meta platforms between May 7, 2018 and July 31, 2024.

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This special communication provides recommendations for policymakers on how to regulate electronic cigarettes (e-cigarettes) without violating international trade rules. Concerns are increasing that e-cigarette consumption poses serious harms to health, prompting a recent call to action from the WHO for regulations to lower the appeal of e-cigarettes and address the threat they pose to global populations. Despite this call, no agreement on an appropriate regulatory approach has been reached between the parties to the WHO Framework Convention on Tobacco Control or in any other multilateral forum.

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Background: Smoking is a key contributor to health inequalities, particularly impacting oral health. Periodontal (gum) health is significantly affected by smoking. With their extensive reach, regular and frequent patient contact, and potential teachable moments, dental teams are well placed to support patients to stop smoking.

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The terminology used to describe e-cigarette-related behaviours in academic literature is critical for accurate communication and interpretation. Despite fundamental differences between e-cigarette use (vaping) and tobacco smoking, terms such as "e-cigarette smoking" have been used to refer to vaping, potentially conflating the two behaviours. This study aims to assess the use of the term "e-cigarette smoking" and its variants in peer-reviewed literature and discuss the implications of their usage.

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Background: Smoking places a significant burden on healthcare systems, necessitating effective tobacco control measures. Pictorial health warnings (PHW) and tax increases have demonstrated great efficacy, yet their impact on cessation treatments and unintended shifts toward electronic nicotine delivery systems (ENDS) remains elusive. This study analyzes changes in public interest following these measures using online search volume for search terms regarding three categories: cessation, treatment, and ENDS.

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