Prevention messages on social media can change perceptions of vaping

A study involving 3,400 young adults in the United States aged 18 to 24 shows that prevention messages discouraging vaping, delivered through social media, can change perceptions of and attitudes towards e-cigarettes.

In this randomised controlled trial, the researchers embedded prevention content directly in participants’ Facebook and Instagram feeds. Participants were assigned to several groups exposed to different numbers of posts, as well as a control group that was not exposed. The messages included short videos or images illustrating the consequences of vaping and the benefits of avoiding e-cigarettes.

The results show that exposure to this content increases perceptions of the risks associated with vaping and reduces its social acceptability. Effects were observed even with relatively low exposure to messages over an extended period.

These findings are particularly interesting in an environment where young adults are highly active on social media and where tobacco and nicotine products are promoted in many different ways, notably through influencers.

The study thus shows that social media are more than just a marketing channel for these products: they can also be used to deliver prevention messages effectively. For those working in prevention in Switzerland, these findings highlight the value of making greater use of social media in communication strategies aimed at young adults.

However, the study does not establish an actual reduction in e-cigarette use. Above all, it shows that prevention messages embedded directly in social media can influence perceptions of and attitudes towards vaping.

Source: Effectiveness of Embedded Social Media Content on E-cigarette Attitudes and Behaviors: Results from a Randomized Control Trial - Addict Behav 2026 Dec:183:108824. https://pmc.ncbi.nlm.nih.gov/articles/PMC13504990/