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February 5, 2026Substance Use & Misuse0 citationsOpen Access

Cooling the Conversation: Discourse About Menthol and Flavored Tobacco Restrictions on TikTok

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CMCharlotte McCormickNSNathan A. SilverSGSusana Rodriguez Gongora

Key Points

  • The aim is to explore how TikTok facilitates discussions about menthol and flavored tobacco restrictions.
  • Analyzed video content on TikTok related to tobacco policies.
  • Compared engagement levels of videos promoting policy discussions versus circumvention strategies.
  • Examined the influence of TikTok on tobacco marketing and sales.
  • Circumvention strategy videos received higher viewership than policy discussion videos.
  • TikTok serves as a platform for both underregulated marketing and public discourse surrounding tobacco products.
  • Regulatory issues in tobacco marketing are emphasized through user interactions on TikTok.

Abstract

Although videos aimed at policy discussions and political mobilization are noteworthy, those promoting circumvention strategies were viewed more often. TikTok's role for underregulated marketing and sales of tobacco products and accessories is a pressing tobacco regulatory issue.

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Cite This Study

McCormick et al. (2026) studied this question.

synapsesocial.com/papers/69843383f1d9ada3c1fb0bb5https://doi.org/10.1080/10826084.2026.2621980
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