TikTok vaping searches lead teens to hidden devices and rule-breaking clips with millions of likes, study finds
A new study highlights a stark divide in what teens encounter when they search for vaping information online — and the platform they use may determine whether they get public health guidance or viral content that romanticizes illegal behavior.
Researchers at the University of East Anglia found that Google searches for vaping largely returned educational resources from the National Health Service, charities, and other public health organizations. But on TikTok, the same search terms pulled up videos that frequently depicted illicit vaping as funny, normal, or even aspirational — many of which had been viewed and liked millions of times.
Published in the journal Addiction, the study examined how a typical young person might be guided by search results on each platform. On Google, the team reviewed six pages of results and identified 18 educational entries from official sources. On TikTok, they analyzed 58 videos tied to eight hashtags associated with illegal vape products, including #noIDvape and #hiddennic.
Google’s results were mostly accurate, the researchers noted, but many relied on text-heavy formats that may not resonate well with younger audiences. TikTok’s content told a different story: 57% of the videos expressed indifference toward vaping laws, 50% used humor, and 50% promoted a sense of shared subculture. One category the team called “satisfaction from rule breaking” alone drew 24.5 million likes.
The videos showcased devices hidden inside water bottles, sold in packaging designed to look like cosmetics or candy — all aimed at bypassing age restrictions. “This isn’t just about kids seeing ads for flavored vapor,” said Eleanor Bray, a research associate at UEA’s School of Psychology. “It’s about entire narratives that normalize illegal behavior and make it feel like part of an exclusive club.”
The study arrives amid growing concerns over the environmental and health toll of disposable vapes. Illicit products often violate safety standards on nicotine strength, tank size, and labeling, and some counterfeit devices have been found to contain THC or synthetic cannabinoids like Spice. The environmental damage is also mounting: single-use plastic waste, toxic e-waste, and improperly discarded lithium batteries that can leak hazardous materials or spark fires.
Britain’s Tobacco and Vapes Act 2026 recently received royal assent, and a ban on disposable vapes took effect in June 2025. But the researchers argue that legislation alone may not be enough when social media platforms continue to circulate highly shareable, loosely regulated vaping content. “Public health messaging is more likely to be effective when it works with young people and the platforms they already use,” Bray said.
The study points to a pressing need for more engaging, visually appealing health content on social media — content that can compete with the slick videos produced by illicit sellers. “Official resources are accurate, but they’re often dry and forgettable,” Bray added. “If we want to counter the glamorization of vaping, we need to show up where teens actually scroll.”