Study: Big Tobacco Flouts Instagram Rules to Target Youth

Researchers find major gaps in Instagram's age-gating policies for tobacco-related content.

Jan. 28, 2026 at 8:55am

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A new study published in the journal Tobacco Control found that U.S. tobacco companies are circumventing Instagram's policies intended to shield young people from pro-tobacco messaging. Researchers collected nearly 1,700 Instagram posts from major tobacco brands and found that over two-thirds contained links to commercial tobacco websites, nearly 42% of influencer posts failed to disclose financial relationships, and only 41% carried age warning labels.

Why it matters

This study highlights the ongoing challenges in regulating tobacco marketing on social media platforms like Instagram, where tobacco companies have increasingly turned to reach younger audiences. Despite Instagram's policies, the researchers found significant gaps in enforcement that allow tobacco brands to continue promoting their products to underage users.

The details

The study, led by researchers at the Rutgers Institute for Nicotine and Tobacco Studies, used a fictitious Instagram account registered to a user under 21 to assess the accessibility of tobacco-related content. They found that underage users had unrestricted access to such content nearly half the time (47%). The researchers also identified other ways tobacco companies were flouting regulations, including a lack of age warning labels and failure to disclose influencer partnerships.

  • The study was published on January 27, 2026.

The players

Jon-Patrick Allem

An associate professor at the Rutgers Institute for Nicotine and Tobacco Studies and the lead author of the study.

Campaign for Tobacco-Free Kids

A nonprofit organization that advocates for policies to protect young people from tobacco use and marketing.

Caroline Renzulli

A spokesperson for the Campaign for Tobacco-Free Kids.

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What they’re saying

“Our findings highlight the need for stricter enforcement of existing policies by the [Federal Trade Commission] and [U.S. Food and Drug Administration], and enhanced enforcement efforts by Instagram to ensure community guidelines are followed.”

— Jon-Patrick Allem, Associate Professor, Rutgers Institute for Nicotine and Tobacco Studies

“Tobacco and e-cigarette companies have increasingly turned to platforms like Instagram, TikTok, Facebook and others to market e-cigarettes, heated tobacco products and nicotine pouches because they know that's where they'll find their next customers: kids and young people.”

— Caroline Renzulli, Spokesperson, Campaign for Tobacco-Free Kids

“This study demonstrates that Instagram's policies on tobacco advertising are not only being poorly enforced, but also do little to safeguard users from content promoting tobacco and nicotine use.”

— Caroline Renzulli, Spokesperson, Campaign for Tobacco-Free Kids

What’s next

The researchers call for stricter enforcement of existing policies by the Federal Trade Commission, FDA, and Instagram to ensure compliance with community guidelines.

The takeaway

This study highlights the ongoing challenges in regulating tobacco marketing on social media platforms, where tobacco companies continue to find ways to circumvent policies intended to protect young users from pro-tobacco messaging.