John,

Tobacco industry ads generate billions of views and reach millions of kids on Instagram, Facebook, X and TikTok.

Our new report – #SponsoredByBigTobacco – details how Philip Morris International and British American Tobacco reach young people on social media.

The two tobacco giants have recently targeted more than 60 countries with expansive youth-oriented marketing campaigns for Velo nicotine pouches, Vuse e-cigarettes, and IQOS heated cigarettes.
 

This content has been viewed more than 3.4 billion times on social media. It's been served to more than 385 million people, including 150 million young people and 16 million teens under the age of 18. 

How do tobacco companies accomplish this?

• They employ an army of influencers to promote their content, including musicians, DJs, actors and artists – as well as creators in the areas of fashion, "lifestyle" and sports.
  
  
• In direct violation of Facebook and Instagram’s advertising policies, they use paid advertisements to reach young people.
  
  
• They sponsor major brands on social media – including Spotify, Formula 1 racing, and the Tomorrowland music festival – to create an immersive “surround sound” marketing effect.
  
  

Learn more and see the ads:

The findings of this report make it crystal clear: Big Tobacco is going all-in to target youth on social media, and it has to stop.

Governments need to urgently address tobacco marketing online and ensure that social media companies are held legally accountable for the tobacco and nicotine marketing appearing on these platforms.

We're working to make sure this happens. You can support this critical work by making a contribution today.

– Mark