NEW JERSEY — As World No Tobacco Day approaches on May 31, Rutgers School of Public Health experts are spotlighting how tobacco marketing continues to glamorize nicotine use, especially among young people.
Led annually by the World Health Organization, World No Tobacco Day raises awareness about the dangers of tobacco use and promotes policies to reduce tobacco consumption and exposure to secondhand smoke. This year’s theme, “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products,” focuses on how marketing strategies increase the appeal of nicotine products.
Ollie Ganz and Olivia Wackowski, researchers at the Rutgers Institute for Nicotine and Tobacco Studies and faculty at the Rutgers School of Public Health, discussed how the industry continues to influence consumer behavior through modern media.
How are tobacco products glamorized on social media?
“Studies show that tobacco and nicotine products are promoted via both branded and user-generated content on platforms such as TikTok and Instagram to glamorize tobacco and nicotine use,” said Ganz, an assistant professor. “This includes appealing visuals, influencer partnerships and lifestyle associations—framing nicotine products as trendy, modern and socially acceptable.”
She added that content often avoids direct health claims, instead relying on imagery and identity to make products more attractive.
What deceptive tactics are used in tobacco advertising?
“One example is that tobacco brands have shifted messaging from ‘additive-free’ to phrases like ‘tobacco and water’ to maintain the perception of purity while sidestepping regulatory scrutiny,” said Wackowski, an associate professor. “Research shows consumers misinterpret these claims as implying reduced harm even though all cigarettes are dangerous.”
She noted that packaging frequently uses natural imagery and vague terms to suggest safety without making explicit claims.
How does exposure to tobacco marketing influence behavior?
“Exposure to visually appealing and socially engaging tobacco marketing is associated with more favorable attitudes toward tobacco and nicotine products,” Ganz said. “Young people who notice features like bright colors, sleek design, flavor appeal and user endorsements are more likely to find products attractive and potentially less harmful.”
How can the impact of this marketing be limited?
“We can minimize the impact of the tobacco industry’s marketing tactics in several ways,” Wackowski said. “That includes regulating the packaging and labeling of tobacco and nicotine, restricting advertising, running counter-marketing campaigns and continuing research on the industry’s promotional methods.”
To help the public stay informed, Rutgers offers Tobacco Industry Marketing (TIM) Alerts, a weekly newsletter highlighting emerging products and marketing trends. Readers can sign up for TIM Alerts online.
