Electronic Nicotine Delivery Systems (ENDS) in the Global Media: A Social Media-Based Content Analysis, 2014–2023

Purpose and Scope of the Study

This study was conducted to examine global digital discourse regarding electronic nicotine delivery systems (ENDS) and next-generation tobacco products. As part of the research, over 2 million pieces of online content published in 12 different languages between 2014 and 2023 were analyzed using natural language processing, text mining, and sentiment analysis methods. The study aims to understand the impact of discussions shaping public discourse in the media, social media, blogs, and forums on public health policies. 

Key Findings

The analyses revealed that digital discussions regarding e-cigarettes and next-generation tobacco products centered on five key themes: health risks, regulatory interventions, market impacts, public opinion, and comparisons with alternative products. The findings reveal that these products have created a polarized debate between the “harm reduction” narrative and the “risk of new addiction”; in particular, digital marketing activities and social media content targeting young people have significantly influenced public perception. 

Conclusion

The study’s findings indicate that digital discourse regarding e-cigarettes and next-generation tobacco products shapes not only individual opinions but also public health policies and societal perceptions of risk. The study emphasizes the need to strengthen measures to protect young people, promote science-based health communication, and more effectively integrate digital media data into policy-making processes. It also concludes that the continuous monitoring of online discussions regarding next-generation nicotine products is a critical requirement for future tobacco control strategies. 

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