Patterns of ENDS-Related Content Exposure on Social Media Among US Adolescents and Young Adults

ENDS-related content on social media is not uniform, and exposure varies considerably by source, theme, and frequency. Some exposure patterns were driven by public health information, while others were centered on entertainment and promotional content. Regulation of ENDS-related content online should be bolstered and enforced by federal institutions and social media platforms to curb promotional content for those not legally allowed to purchase or use ENDS. Additionally, future research should examine whether certain ENDS-related content exposure is associated with the tobacco/nicotine use initiation and escalation, particularly among sociodemographic groups that may be targeted to receive this content.