The illusion
"I'm not being targeted."
The reality
35%
…of secondary 5 students have vaped in the past 30 days.
Why do some people vape?
One-third of young people in secondary 4 and 5 vape. Many do it to fit in, while others simply fall for highly effective marketing strategies. The tobacco industry targets young people with cool and colourful tech. Among young people who vape, only 22% acknowledge moderate or high risks from occasional use.
Marketing strategies
Targeting minors
While prohibited by law, marketing strategies aimed at teenagers have been developed to promote a cool, rebellious lifestyle that’s entirely manufactured.
E-cigarette advertising
Despite a ban on targeted advertising, the vaping industry exposes young people to their products via social media influencers. Vaping companies often pay these people discreetly to generate buzz and clicks.
It’s all part of the plan
Design, packaging, flavours,colours, models… everything is meticulously calibrated to appeal to young people.
Risks
Manipulated by marketing
Lack of information
Find all the answers to your questions about vaping here.
