They assure that the use of cell phone and social networks increases the consumption of cannabis and vapeo between adolescents

A recent one research work carried out by experts from the KECK Faculty of Medicine of the University of Southern California (USC) warned that the teenagers exposed to publications In social networks about electronic cigarettes or cannabiseither from friends or Influencersthey showed a greater probability of start in consumption of these substances or declare that they consumed them In the last month.

The analysis, disseminated by Jama Network Open magazine, established a link between exposure to these contents and the Dual Cannabis Consumption and vapers, that is, the use of both products.

Although the United States Food and Medicines Administration (FDA) and the Centers for Disease Control and Prevention (CDC) They notified in 2024 a decrease in the use of electronic cigarettes by young people, the study warned that consumption combined with cannabis is still increasing and represents a reason for concern.

“Although the rate of use of electronic cigarettes is decreasing, our study shows that exposure to content on Electronic cigarettes In social networks it still contributes to the risk of combining them with other substances such as cannabis, “he said Julia Vasseyspecialist in health behavior of the USC.

Research and key findings

The investigation, backed by the National Health Institutesfocused on more than 7,600 adolescents Californians around 17 years. The young people completed surveys between 2021 and 2023 from the computers of their schools. The work included two studies: one longitudinal to observe whether to see publications on cannabis or electronic cigarettes in Tiktok, Instagram either YouTube It influenced the beginning of consumption, and another to assess whether the origin of the content (friends, influencers, brands or celebrities) was related to the use of substances.

In the first survey, 4,232 students They participated and the 22.9 % He declared to see publications about electronic cigarettes at least once a week. A 12 % He reported seeing content about cannabis with equal frequently. A year later, teenagers who had not tried any of the substances but had been exposed to the content were significantly more likely to begin consuming them.

The platforms with greater influence

The data showed that Tiktok It was the most influential network. Those who observed frequent publications on electronic cigarettes on this platform showed greater tendency to start the use of cannabis or consume both substances. This association was not repeated on Instagram or YouTube.

Vassey said that “This agrees with previous research They show that, of the three platforms, Tiktok is probably the most important risk factor for substance consumption. “

The explanation could be found in the Tiktok algorithm, which amplifies the scope of popular content, including vaping publications, even if the user does not follow the accounts.

The second study, with 3,380 respondentsevaluated the type of accounts from which the content came: friends, influencers, brands or celebrities. Teenagers who saw publications about cannabis or vapeo generated by influencers with between 10,000 and 100,000 followers They had more likely to have consumed cannabis in the last thirty days.

In addition, those who saw content on electronic cigarettes published by friends also presented a High probability having used cannabis and vapers. See publications of friends about Cannabis was linked with greater exclusive consumption of cannabis or with the consumption of both substances.

The researchers defined this relationship as an “association between substances.” According to Vasseyis due to the visual similarity between the vapeo devices of nicotine and those of cannabiswhich could encourage cross use.

Digital content regulation

Influencers publications particularly concern experts because they can escape the controls of Federal regulations and of the platforms. While the FDA It can only intervene when collaborations with brands are declared, influencers can omit this information, either by careless or intentionally.

Most platforms already restrict the promotion of tobacco, cannabis or vapers. However, some researchers They claim that these rules are extended to cover more types of influencers publications. Others suggest that platforms must work together with regulators to find effective strategies.

In upcoming investigations, Vassey plans to deepen the impact of Influencers marketing On cannabis consumption, and analyze whether changes in platform content policies can modify adolescents’ behavior.