Unmasking big tobacco’s youth marketing playbook

World No Tobacco Day, recognized annually on May 31 and led by the World Health Organization, is a global health campaign created to raise awareness about the harmful effects of tobacco use and advocate for effective policies to reduce tobacco consumption and exposure to tobacco smoke.

This year’s theme, “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products,” highlights tobacco industry tactics that increase the appeal of its products, particularly to young people.

Ollie Ganz, assistant professor at the Rutgers School of Public Health (SPH), and Olivia Wackowski, associate professor at Rutgers SPH, both researchers at the Rutgers Institute for Nicotine and Tobacco Studies, explore key tobacco marketing themes and platforms and discuss the effects of tobacco marketing on consumer perceptions.

How are tobacco products glamorized on social media platforms?

Ganz: Studies show that tobacco and nicotine products are promoted via both branded and user-generated content on platforms such as TikTok and Instagram to glamorize tobacco and nicotine use. This includes appealing visuals, influencer partnerships and lifestyle associations—framing nicotine products as trendy, modern and socially acceptable. Content often avoids direct health claims, instead leaning on aspirational imagery and social identity to attract young users.

What deceptive marketing tactics are used in advertising tobacco products?

Wackowski: One example is that tobacco brands have shifted messaging from “additive-free” to phrases like “tobacco and water” to maintain the perception of purity while sidestepping regulatory scrutiny. Research shows consumers misinterpret these claims as implying reduced harm even though all cigarettes are dangerous. This deceptive design relies on natural imagery and vague language to mislead consumers into thinking the products are healthier alternatives.

How does exposure to tobacco marketing tactics influence attitudes and behaviors toward tobacco use?

Ganz: Exposure to visually appealing and socially engaging tobacco marketing is associated with more favorable attitudes toward tobacco and nicotine products and increased interest in trying or switching to these products, particularly among younger people. Young people who notice features like bright colors, sleek design, flavor appeal, and user endorsements are more likely to find products attractive and potentially less harmful.

How can we limit the potential impact of tobacco advertising and marketing?

Wackowski: We can minimize the impact of the tobacco industry’s marketing tactics in several ways, like regulating the packaging and labeling of tobacco and nicotine, restricting advertising, running counter-marketing campaigns and continuing research on the industry’s promotional methods.