The Anti-Vape Influencer Recruitment Campaign

Australian Federal government hires popular social media influencers to push back on the popularity of the vape. Image Source: New York State Department of Health. Via Wikimedia

Popular influencers have been recruited by the federal government to combat vaping and pro-vape content through social media.

Amidst growing concerns that vaping companies and other Big Tobacco markets are using social media and influencers to promote products, the Australian government has a countermeasure.

Hiring influencers from a variety of backgrounds, such as gaming, comedy, lifestyle, and sport, the goal is to convince young Australians to quit their nicotine habits.

It comes at the same time as the government cracks down on anti-vaping restrictions, such as the ban on import of single-use disposable vapes, soon to include reusable vapes.

The government claims that since these bans came into effect on January 1, more than 360,000 vapes have been seized.

Vaping is heavily skewed towards Australia’s youth demographics, with studies showing that one in six teenagers aged 15–17 have admitted to trying a vape.

These rates more than double for those aged 18–24, reaching close to 40%.

Reasons for why this demographic vape is varied, with some believing vapes are less harmful than cigarettes, and others liking the variety of flavours vapes offer.

A study published by VicHealth in 2023 found a high amount of pro-vape content on social media, with Instagram hosting nearly 18,000 dedicated pro-vape accounts, with almost 9% based in Australia.

The anti-vaping campaign hopes to “communicate authentically” with its target audience by reaching them on their own terms and platforms.

Health Minister Mark Butler states that this campaign is designed to lean on voices that younger people trust, citing the 14–20 demographic as a key target.

“Education is a key step to stopping Big Tobacco companies from luring a new generation into nicotine dependency,” said Butler.

“It’s pretty clear that teenagers don’t watch TV or listen to health ministers, much as I might like them to, which is why we’ve partnered with influencers that young people listen to: from comedians, to sport stars and gamers, and everyone in between.”

The following influencers are spearheading the movement: