In the image, a group of friends is gathered at the bar, with smoke curling upwards from a cigarette in hand. Additional cigarettes are in open packets resting on the table between them. This is not a photo from before the ban, but rather one shared on social media from a Metaverse gathering.

Virtual online environments are emerging as a new frontier for marketing, as tobacco and alcohol promoters target the youth without facing any legislative repercussions.

A report presented at the World Conference on Tobacco Management in Dublin last month provided several examples. New technologies such as digital token launches and sponsorships from vaping companies in online games are being utilized to promote smoking and vaping.

This information is derived from a surveillance initiative known as Canary—acting like a canary in the coal mine. The project is managed by public health organizations around the globe.

“Cigarette companies are no longer waiting for regulations to catch up. They are proactively advancing while we’re still trying to comprehend what’s happening on social media, and they’re already operating in unregulated spaces like the Metaverse.” “They utilize NFTs [non-fungible tokens] and immersive events to attract young audiences to their offerings.”

In India, one tobacco company has launched an NFT symbolizing ownership of digital assets, celebrating its 93rd anniversary.

Canary monitors and analyzes tobacco marketing on various social media platforms and news sites in India, Indonesia, and Mexico, and has recently expanded to Brazil and China, covering alcohol and ultra-processed food marketing as well.

The Metaverse is not fully monitored. This 3D immersive internet allows interactions in digital environments using technologies like virtual reality headsets. However, references to activities happening there are captured through links and information shared on traditional social media platforms.

Researchers suggest that children are more susceptible to tobacco marketing in this new digital arena, given the age demographics—over half of the active Metaverse users are under 13 years old.

Social media companies possess extensive insights into how to boost engagement and attract users back for more, according to Dr. Mary-Ann Etiebet, CEO of Vital Strategies.

“When you combine this with the tobacco industry’s experience in hooking individuals, these two elements converge in a murky, unknown space.”

Mark Zuckerberg, a prominent proponent of the Metaverse, has stated that in the future, you’ll be able to do almost anything you can envision. This already encompasses virtual shopping and concerts.

However, Magsambol describes it as “a new battleground for all of us,” shifting towards entities pushing products that are detrimental to health.

“My daughter is usually quite reserved, but in [the gaming platform] Roblox, while battling zombies and ghosts, she morphs into an avatar resembling a blend of Alexander the Great, Bruce Lee, and John Wick. She becomes quite bloodthirsty,” she remarked.

“Our behaviors shift. Social norms evolve… the tobacco industry is highly aware of this, making it easier to subtly promote the idea that anything is possible.”

The Metaverse art encountered by the team in Indonesia was showcased on the Instagram account of music enthusiasts linked to Djarum, one of Indonesia’s largest tobacco firms. Another instance highlighted a group enjoying coffee searching for something lighter.

All of this contributes to an initiative aimed at “normalizing” smoking and vaping, according to Magsambol. “Such behaviors are enacted by your avatar, but do they seep into your real life?”

“Digital platforms are being leveraged to evade traditional advertising barriers and appeal to younger audiences,” she states. “This scenario reflects not merely a shift in marketing strategies, but a transformation in influence dynamics.”

Other researchers have presented instances where alcohol is marketed and sold in virtual stores.

Online marketing constitutes a global concern. At the same conference, 53% of Irish researchers reported having seen e-cigarette posts daily on social media.

Officials from the World Health Organization (WHO) note that the increase in youth smoking in Ukraine can be partially attributed to Covid and the war pushing children “online,” exposing them to various forms of marketing.

In India, youth ambassador Agamloop Kaur is leading a campaign for children to stay cigarette-free, which includes social media marketing to educate school children about the risks associated with cigarettes and vaping. She has noticed vapes being marketed as “wellness” products.

“I believe it’s crucial to educate young individuals about recognizing ads, understanding their implications, and realizing that they might not even be visibly tied to the tobacco industry. [Content posted by] influencers hold significant sway, as they help build awareness. Digital natives, when engaged on social media, can discern what’s genuine and what’s not; recognizing these attractions as empty is vital, especially for younger audiences.”

The WHO Framework Convention on Tobacco Control mandates strict regulations regarding tobacco advertising, promotions, and sponsorships. Last year, signatories acknowledged the necessity for action to focus on “digital marketing channels such as social media that amplify tobacco marketing exposure among adolescents and young individuals.”

Yet, there are no straightforward solutions, as Andrew Black from the framework’s secretariat points out.

“The difficulty in regulating the Internet isn’t inherently linked to cigarettes. Rather, it’s a tangible challenge for governments to devise ways to safeguard societal norms in a landscape where technological advancements have transcended borders.”

Nandita Murktla, who leads the Canary initiative, urges regulators to exercise caution: