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March 3, 2026Tobacco Control0 citationsOpen Access

Evaluating policy compliance among leading tobacco brands on Instagram

SDScott I DonaldsonADAmanda DeJesusEWEmily Wang

Key Points

  • Tobacco brands frequently ignore policies related to age verification and health warning labeling on Instagram, leading to unchecked marketing.
  • Much of the non-compliance involves overwhelming youth exposure to tobacco ads, raising public health concerns.
  • Observational analysis across multiple tobacco brands on Instagram reveals repeated violations of federal guidelines pertaining to marketing.
  • Stronger enforcement by regulatory bodies, like the FTC and FDA, is essential to protect youth from targeted tobacco advertising.

Abstract

Leading tobacco brands on Instagram often violated platform and federal policies, particularly those concerning age verification, sponsorship disclosure and health warning labelling. Stronger enforcement by Instagram, the FTC and the FDA may be needed to reduce youth exposure to tobacco marketing on social media.

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Cite This Study

Donaldson et al. (2026) studied this question.

synapsesocial.com/papers/69a75b35c6e9836116a221behttps://doi.org/10.1136/tc-2025-059609
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