TikTok content normalises illegal vaping among young people – according to research from the University of East Anglia (UEA).
A new study shows that young people are far more likely to encounter illicit vaping content portrayed as normal, humorous and harmless on TikTok.
Meanwhile evidence-based health advice on official health and education websites may fail to cut through the digital noise.
That gap may be putting young audiences at risk, just weeks after The Tobacco and Vapes Act 2026 received royal assent, the team say.
Dr Emma Ward, from UEA's Norwich Medical School, said: "Our research shows that young people encounter very different messages about illicit vapes depending on where they look online.
"While health and education websites tend to provide accurate, well-intentioned information about vaping in general, there is comparatively less information available about illicit vaping.
"In contrast, TikTok content is far less regulated and often presents illegal vaping as conventional or even desirable.
"These TikTok videos attract significant attention and can feed into an emerging illicit vape subculture, where young people exchange tips, experiences, and ways to bypass age restrictions."
The research found that some sellers actively glamorise illicit devices by marketing them as part of cosmetic or confectionery‑style 'bundles', a tactic the researchers say is designed to evade age verification.
Dr Ward said: "This fragmented online environment is concerning. When accurate information is hard to find or feels unappealing, young people may turn instead to content that is more engaging but also more misleading, particularly on fast-growing video platforms like TikTok."
How was the study carried out?
To reflect what young people may encounter online, the researchers conducted systematic searches across both Google and TikTok.
Educational and health websites were identified by reviewing the first six pages of Google search results, while TikTok content was analysed using popular hashtags linked to illicit vaping, including #noIDvape and #puffbundles.
Research Associate, Eleanor Bray, from UEA's School of Psychology, said: "By analysing both Google search results and TikTok content, we were able to compare formal health messaging with the informal content young people are most likely to consume day‑to‑day.
"What stood out was how inconsistently illicit vaping is addressed across platforms. On TikTok, illegal products were sometimes actively glamorised, with vendors marketing devices through 'bundle' deals designed to evade age verification."
A Patient and Public Involvement and Engagement Representative (PPIE) with lived experience of vaping helped by looking over the findings and ensuring they accurately reflect youth experiences and relevance.
Why does the research matter?
The findings highlight an uneven online information landscape where accurate health advice struggles to compete with highly engaging social media content that can normalise or glamorise illegal vaping.
Dr Ward said: "With the introduction of the Tobacco and Vapes Bill, our findings arrive at a critical moment. The research suggests that legislation alone will not be enough if video based platforms continue to expose young audiences to unregulated and misleading content."
Rather than turning away from social media, the researchers argue it should be embraced as part of the solution.
Eleanor Bray said: "Public health messaging is more likely to be effective when it works with young people and the platforms they already use. To protect young audiences, we need online information that is not only accurate, but also accessible, engaging and relevant to their everyday lives."
This research was led by UEA's Norwich Medical School.
'#NoIDVape: A content analysis of illicit vape messaging in young people's information sources' is published in Addiction Journal.
