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TikTok content normalises illegal vaping among young people – according to research from the University of East Anglia (UEA).
A new study shows that young people are far more likely to encounter illicit vaping content portrayed as normal, humorous and harmless on TikTok.
Meanwhile evidence-based health advice on official health and education websites may fail to cut through the digital noise.
That gap may be putting young audiences at risk, just weeks after The Tobacco and Vapes Act 2026 received royal assent, the team say.
