"According the report, British American Tobacco's vape brand Vuse used its global Instagram account (@Vuse.worldwide) to leverage motorsport and influencer content to reach audiences in places where direct vaping ads are banned. (As this story was published, the account was restricted, at least regionally, due to "a legal request" resulting in "restricted access to the content in the location where it goes against local law.")"
"The associated research, published in Health Promotion International, analyzed 405 Vuse posts from August 2023 through July 2024. The researchers found that the brand leaned heavily on its Formula 1 sponsorship with McLaren, with shared posts reaching McLaren's 13 million followers - including one video that was viewed more than 225,000 times, as summarized in The Conversation."
Vuse used its global Instagram account (@Vuse.worldwide) to push motorsport and influencer content into regions where direct vaping ads are banned, leading to at least regional content restrictions after a legal request. An analysis of 405 Vuse posts from August 2023 to July 2024 found heavy reliance on Formula 1 sponsorship with McLaren, reaching McLaren's roughly 13 million followers and producing high-view videos. Vuse employed "get ready with me" style posts placing vape devices subtly in fashion and nightlife scenes to link the brand with young audiences. Broader Instagram analyses found low compliance with FDA warnings and minimal enforcement.
Read at The Cool Down
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