A few days ago, the video of a girl, about 9 or 10 years old, who celebrated her First Communion, went viral on social networks. The reason for such virality was that in the images she appeared opening a gift box that contained up to a total of 20 vapers or electronic cigarettesto the delight of her parents, other invited children and herself.
A video that has put on the table a problem that has been on the street for some time and that especially affects children and adolescents. Vaping is no game, as much as the tobacco industry has tried to make it seem that way. It is the gateway to tobacco use.
According to data from the Spanish Society of Family Medicine, 45% of teens ages 14-18 have ever vaped; but the most worrying thing is that one in five does it daily. Science tells us that if a person has never smoked before the age of 18, it is very difficult for them to end up as a smoker, the tobacco industry knows this and is willing to do whatever it takes to continue having customers.
In order to reach the young public, it is not only enough that vapers have bright colors and attractive flavors and smells. This part is essential, since the smell of tobacco is not pleasant and is identified with a harmful habit, but the smell of strawberry or blueberries is pleasant and gives a false feeling of innocuousness. In fact, 40% of adolescents think they are not harmful.
The other way to reach the public between 14 and 18 years old is the social networks, especially TikTok, and since there is currently no specific regulation on the advertising of these vapers on networks, manufacturers have an open field. One look at this platform is enough to find sweepstakes, challenges with influencers and all kinds of videos promoting its consumption.