How do social media and influencers undermine rules on tobacco and alcohol advertising aimed at young people?

Young people orient themselves by influencers and stars who come across as approachable, and posts showing groups drinking and smoking convey belonging. That positive portrayal shapes group norms, and influencer posts can get around rules such as bans on alcohol ads at certain times of day.

• In 2022 Swiss voters accepted the popular initiative "Yes to protecting children and young people from tobacco advertising". In international comparison, Switzerland is still near the bottom on restricting tobacco advertising. France requires uniform cigarette packs for all brands. Australia bans tobacco advertising entirely and does not allow packs to be displayed visibly in shops.
• Influencers are popular with tobacco and alcohol advertisers because young people follow them, especially when they seem approachable.
• Posts of groups drinking, smoking and laughing convey an image of belonging and so promote consumption.
• Some countries ban alcohol ads at certain times of day so that fewer young people see them. Influencer posts can bypass such rules.

Go deeper:

• Wikipedia: Plain tobacco packaging — the uniform-pack rules used in France and Australia.