Big Tobacco Targets Youth in Metaverse, Evading Regulations

Big Tobacco Targets Youth in Metaverse, Evading Regulations
————————
Tobacco companies are increasingly using virtual platforms like the metaverse to market cigarettes and vaping products to young people, sidestepping traditional advertising regulations. A report presented at the World Conference on Tobacco Control in Dublin, and cited by The Guardian, highlights this emerging global health concern.

Vital Strategies’ “Canary” project reveals that tobacco firms are employing tactics such as NFTs (non-fungible tokens) and sponsoring online games to reach youth in these unregulated digital spaces. Dr. Melina Magsumbol of Vital Strategies India warned that these companies are “way ahead of us,” using immersive events to expose children to their products.

With over half of metaverse users aged 13 or below, the risk of youth exposure is significant. Dr. Mary-Ann Etiebet, Vital Strategies CEO, expressed concern over the combination of addictive marketing and social media engagement in this “unknown and opaque” environment. Examples include Indonesian cigarette company Djarum linking music fans to tobacco-themed metaverse art, normalizing smoking and vaping avatars.

Experts are calling for early education to build youth resilience against deceptive marketing. While the WHO Framework Convention on Tobacco Control mandates advertising bans, regulating digital marketing globally remains challenging. Officials urge prompt action, warning that unchecked digital promotion can rapidly expand and become nearly impossible to curb later.