Exposure to digital vape marketing among young people in Aotearoa New Zealand

Making Education Easy

Authors:

Lyons A et al.

March 26, 2024

Summary:

Māori and Pasifika youth are more likely to both see and engage with online vape marketing than other ethnicities, according to an online survey of 3698 14- to 20-year-olds. Survey participants were 55.7% female, 38.3% male and 6% another gender. Ethnicities were Māori (25.6%), Pākehā or NZ European (46.7%), Pasifika (6.5%) and other (21.2%). Half of respondents (50.8%) reported that they had vaped at least once. Seeing vape marketing on at least one social media platform was reported by 50.3% of respondents, and 26% reported engaging with vape marketing online; both findings included a higher proportion of Māori and Pasifika respondents than other ethnicities. There was a positive association between vaping history and exposure to and engagement with digital vape marketing. The study authors concluded that patterns of exposure to vape product marketing on social media mirror the inequitable marketing exposure of harmful commodities in physical environments, and that regulation of social media marketing is required.

Comment:

So important to highlight this. When vaping was first introduced to Aotearoa, despite being heralded as a method to support people to quit cigarette smoking, I’d only heard about it from rangatahi aged 12-13 years of age. They talked about buying the Fortnite and Hello Kitty themed devices online, which were incredibly attractive and easily accessed.

Reference: N Z Med J. 2024;137(1589):20-38.

Independent commentary by Dr. Matire Hardwood

Dr Matire Harwood (Ngapuhi) has worked in Hauora Māori, primary health and rehabilitation settings as clinician and researcher since graduating from Auckland Medical School in 1994. She also holds positions on a number of boards, committees and advisory groups including the Health Research Council. Matire lives in Auckland with her whānau including partner Haunui and two young children Te Rangiura and Waimarie.

Research Review publications are intended for New Zealand health professionals.

Disclaimer: This publication is not intended as a replacement for regular medical education but to assist in the process. The reviews are a summarised interpretation of the published study and reflect the opinion of the writer rather than those of the research group or scientific journal. It is suggested readers review the full trial data before forming a final conclusion on its merits.