Footnotes

• Contributors KG conceptualised the paper. HF conducted the social media scan and collected the social media marketing activities. KG, HF and JJP contributed to the interpretation and write up of the manuscript and approved the final manuscript.

• Funding This work was supported by a postdoctoral fellowship training grant from the National Heart, Lung, and Blood Institute (T32HL007034).

• Competing interests JJP reports personal fees from Plaintiff Law Firms in lawsuits against the tobacco companies, from Achieve Life Sciences, and from Carrot, for consulting outside the submitted work.

• Provenance and peer review Not commissioned; externally peer reviewed.

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