California teens exposed to micro-influencer posts promoting e-cigarettes alongside cannabis had higher odds of intending to try e-cigarettes, especially when they perceived the influencers as credible.
Parents, educators, social media policy researchers, and public health advocates focused on adolescent substance use prevention.
What the researchers found
Adolescents in the experimental group (exposed to influencer posts promoting e-cigarettes with cannabis) had higher odds of e-cigarette use intentions compared to those exposed to e-cigarette-only posts, particularly among participants who perceived micro-influencers as credible.
Why it matters
Micro-influencers on social media are increasingly promoting cannabis and vaping products together. Understanding how this combined marketing affects teen susceptibility to substance use can inform social media regulations and public health campaigns.
The numbers in context
N = 1,402 adolescent never-users. Mean age 17 (SD 0.6). 51.4% female, 41.7% Hispanic. Study period: 2023–2024. Three conditions: e-cigarettes + cannabis, e-cigarettes only, no substances.
How the study worked
Survey-based repeated-measures experiment with 1,402 California adolescent never-users (mean age 17), randomly assigned to view Instagram images of micro-influencers promoting e-cigarettes with cannabis, e-cigarettes alone, or no substances. Analyzed using binomial generalized linear mixed effects models.
What this study cannot tell us
Measured intentions, not actual behavior. California-specific sample may not generalize. Simulated Instagram exposure in a classroom differs from real-world social media use. Short-term effects measured; long-term influence unknown.
How to read the evidence
Experimental design with randomization, but measured intentions rather than behavior and was conducted in a classroom setting rather than natural social media use.
When this study was published
Published 2025, data from 2023–2024.
The bigger picture
This study highlights how the normalization of cannabis in marketing contexts can have spillover effects on other substance use susceptibility. As cannabis marketing becomes more visible with legalization, its influence on teen perceptions of other substances warrants attention.
Questions still open
- Does cannabis co-promotion with e-cigarettes also increase cannabis use susceptibility? Would platform-level restrictions on influencer substance marketing reduce teen exposure? Do these effects differ by social media platform?
Common questions
Do social media influencers actually make teens try vaping?
Why does combining cannabis with e-cigarette marketing matter?
Read the original research
E-cigarette and cannabis in social media influencer marketing and its effect on adolescents: a survey-based experiment.
Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco
Citation
Vassey, Julia; Chen-Sankey, Julia; Unger, Jennifer B. (2025). E-cigarette and cannabis in social media influencer marketing and its effect on adolescents: a survey-based experiment.. Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco. https://doi.org/10.1093/ntr/ntaf225
Explore the wider topic
- How to Talk to Your Teenager About Weed (Without Losing Them)
- My Kid's Friends Smoke Weed: A Parent's Guide
- I Smoke Weed But Don't Want My Kids To: Navigating the Hypocrisy
- Quitting Weed as a Parent: Why It Is the Hardest and Most Important Quit
- Quitting Weed as a Teen or Young Adult
- My Kid Is Smoking Weed: A Parent's Guide
- Dry Herb Vape vs Oil Vape vs Disposable: What's the Difference