Tobacco and alcohol companies are finding new ways to reach young audiences through the metaverse, bypassing traditional regulations. A report presented at the World Conference on Tobacco Control in Dublin revealed how virtual spaces are becoming a fresh marketing battleground.
Virtual Promotions and Young Audiences
The findings show that tobacco companies are using digital tokens, while vape brands are sponsoring online games to subtly promote smoking and vaping habits among younger users. The research comes from Canary, a global monitoring project by public health group Vital Strategies.
Risks in Unregulated Spaces
Health campaigners raise concerns about virtual promotions operating in largely unregulated environments, making it easier for companies to influence impressionable audiences. Experts warn that the metaverse could become a powerful tool to normalize smoking and vaping for a new generation.
Impact in India
In India, one tobacco company made and promoted an NFT to celebrate its 93rd anniversary. Canary’s monitoring project also scans for tobacco marketing in India, Indonesia, and Mexico, expanding to cover alcohol and ultra-processed food marketing in more countries.
Social Media Influence
Dr. Melina Magsumbol of Vital Strategies India highlighted how tobacco companies are utilizing social media platforms like Instagram, TikTok, and YouTube to glamorize tobacco through indirect marketing, posing challenges for policy enforcement.
Global Health Concerns
Tobacco remains the leading cause of preventable death worldwide, with 8 million deaths annually. The World Health Organization’s report on the global tobacco epidemic emphasizes the burden on poorer countries.
