Only 13% of e-cigarette brand posts on Instagram complied with FDA guidelines. This indicates a significant failure in informing consumers about the potential harms of vaping.
'Social media is an open marketplace, and a lot of these brands promote these products, but they don't inform consumers of the harms of these products,' says Traci Hong.
The study found that posts adhering to FDA regulations had lower engagement on Instagram, suggesting that companies prioritize visibility over compliance.
'People are liking it less, or they're commenting on it less,' Hong explains, highlighting that health warnings detract from the appeal of promotional content.
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