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There are concerns that marketing of electronic cigarettes (e-cigarettes) may increase their appeal for children and adolescents. Geekvape, a Chinese producer of e-cigarettes, uses its partnership with the top-division Paris Saint-Germain football club to promote its brand and products via social media in Germany and across the world. As a high-profile club in the European Champions League, Paris Saint-Germain has a strong following among young people and its association with Geekvape may promote normalisation of e-cigarette use among adolescents.
We came across the announcement of the Geekvape–Paris Saint-Germain partnership on social media in February 2023 while undertaking a study (funded by the German Ministry of Health and the Baden-Württemberg Cancer Association) examining advertising of e-cigarettes and other recreational nicotine products on social media.1 Germany’s Tobacco Products Act bans all advertising of nicotine and nicotine-free e-cigarettes via television, radio print and on the internet.2 This includes promotion …
Contributors NO and KS designed and managed the study to examine the advertising of e-cigarettes and other recreational nicotine products on social media. Sarah Kahnert contributed to the development of the search strategy. Jana Seiler collected data for the study. CH was responsible for the analysis of the study data.
Funding The study examining the advertising of e-cigarettes and other recreational nicotine products on social media is funded by the German Ministry of Health and the Baden-Württemberg Cancer Association.
Competing interests The authors are committed to improving cancer prevention, including a comprehensive tobacco control advocacy strategy, as part of their work.
Provenance and peer review Not commissioned; externally peer reviewed.
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