Social Media, Peer Pressure and Deceptive Marketing Driving Youth Towards Vaping, Warn Experts
Experts Call for Stronger Parental Vigilance and Collective Action to Protect Children from Nicotine Addiction
New Delhi | May 28, 2026
Leading healthcare professionals, psychologists, researchers and public health advocates have raised serious concerns over the growing influence of social media, peer pressure and deceptive marketing practices that are increasingly pushing children and adolescents towards vaping and other nicotine products.
The concerns were highlighted during a conference titled “Unmasking the Appeal: Protecting Children from New-Age Gateway Products,” organized by Mothers Against Vaping (MAV) ahead of World No Tobacco Day 2026. The conference brought together healthcare experts, scientists, educators and policymakers to discuss the rising threat posed by vapes, e-cigarettes, heated tobacco products and other emerging nicotine devices among young people.
Experts warned that vaping products are often portrayed as fashionable, harmless and socially acceptable through social media content, influencer promotions and targeted marketing campaigns. Such messaging, they said, creates a misleading perception among young people and increases the risk of nicotine addiction at an early age.
Addressing the gathering, Dr. D.K. Gupta, Chairman of Felix Hospital, emphasized the critical role of families in preventing addiction among children. Referring to real-life experiences, he noted that while love and care are essential, they must be accompanied by awareness and guidance to protect children from harmful influences.
“Families are often the first line of defence against addiction. Parents must remain aware of changing social trends and actively engage with their children to help them make informed choices,” he said.
Speaking on the influence of family behaviour, Dr. Rashmi Gupta, Director of Felix Hospital, stressed that children closely observe and imitate adults. She urged parents to lead by example and foster healthy environments that discourage addictive habits.
“Children watch adults more closely than we realise. If harmful behaviours are normalised within families or social circles, young people may begin to view them as acceptable,” she said.
The conference also examined the broader social ecosystem influencing young minds. Dr. Bhavna Barmi, Psychologist and Founder of Happiness Studio, stated that protecting children from addiction is a shared responsibility that extends beyond parents.
“Children grow up within a larger ecosystem. Their choices are shaped not only at home but also by schools, digital platforms, peer groups and society at large. Every stakeholder has a role to play in creating a safer environment for children,” she said.
Highlighting the policy perspective, Dr. Kanika Malik, Senior Principal Scientist at CSIR–National Institute of Science Communication and Policy Research (CSIR-NIScPR), cautioned against attempts to weaken India’s safeguards against vaping and related products. She stressed the need for policymakers, regulators and public health stakeholders to remain vigilant against misleading narratives and policy loopholes that could facilitate the acceptance of nicotine products.
“India has taken a strong position against vaping and related products. Continued vigilance is essential to ensure that existing protections for children and young people are not undermined,” she said.
The conference concluded with a collective call for stronger collaboration among families, educators, healthcare professionals, scientists, community leaders and policymakers to combat nicotine addiction and protect future generations from emerging gateway products.
Experts unanimously agreed that safeguarding children from nicotine addiction requires a comprehensive approach involving awareness, education, community engagement and effective regulation. They urged all stakeholders to work together to ensure that young people are protected from the growing influence of vaping and other addictive nicotine products.