E-Cigarette Images in Social Media: Observations Before and After Legislative Control

Abstract

Objective: This study aims to examine the impact of recent legislative amendments on the dissemination of electronic cigarettes (e-cigarettes) in social media. E-cigarettes not only pose health risks but also serve as potential gateways to nicotine addiction, particularly affecting adolescents. The amended Tobacco Hazards Prevention Act, effective March 22, 2023, prohibits e-cigarette marketing on digital media. Given that social media serves as a primary information source for youth, this research investigates changes in e-cigarette communication pre- and post-enforcement of the amendments.

Method: Using network content and textual analysis, this study analyzed posts and videos related to e-cigarettes on Facebook, Instagram, Dcard, and YouTube. Data were collected over six months before and after the implementation of the legislative amendments. Six key search terms including "electronic cigarette" were utilized to capture relevant content.

Results: Following the regulatory enforcement, there was a noticeable reduction in the volume of e-cigarette-related content across social media. Public groups in Facebook shifted significantly to private settings, while Instagram adopted euphemistic terms such as "ejuice," "milk tea," and "space dogs" to replace direct references to e-cigarettes. Discussions on Dcard and YouTube transitioned from user experiences to policy debates.

Conclusion: The findings highlight three main trends in e-cigarette communication pre- and post-legislation: decreased message dissemination, changed message characteristics, and a shift in thematic content. Continuous monitoring of e-cigarette discourse on social media is recommended, alongside stricter enforcement of community guidelines to prevent these social media from serving as venues for e-cigarette promotion and marketing.