Study Finds Discreet Shipping Used to Sell E-Cigarettes to Minors

Discreet bundle with a hidden vaping device.
Photo Submitted

Discreet bundle with a hidden vaping device.

Researchers at the U of A found self-identified small business owners on TikTok are circumventing a number of local, state and federal laws that restrict the individual sale of tobacco products. Specifically, the researchers found that 45% of the videos highlighted the fact that they did not require identification to verify the purchaser’s age. 

“Many states have laws that govern procedures necessary to sell e-cigarettes,” explained lead researcher Page Dobbs, an associate professor of public health in the Department of Health, Human Performance and Recreation in the College of Education and Health Professions. “For example, many U.S. states require a tobacco retail license to sell tobacco products, and in the U.S., e-cigarettes are considered tobacco products. The videos we found display people across the world who are selling e-cigarettes. For those sold in the U.S., this displays illegal sales happening on TikTok.”

The article, “#Discreetshipping: Selling E-Cigarettes on TikTok,” was published in Nicotine and Tobacco Research. Dobbs’ co-author included Eric D. Schisler and Charlotte McCormick, a Ph.D. candidate and undergraduate student in the Honors College, respectively.

Page Dobbs

The researchers analyzed 367 videos on TikTok’s #discreetshipping, #puffbundle and #hiddennic pages, which had a combined 55.8 million views as of 2023. Fifty percent of the videos promoted certain brands in their hashtag, and 45% mentioned a cannabis product such as Cake Bars. Several described that they would bundle (28.6%) or hide (8.7%) the e-cigarette within other products to conceal it from being viewed when opened. This type of discreet shipping was intended to evade detection by the USPS service or parents/guardians who may intercept e-cigarettes purchased by youth. 

Over half (57.5%) of the videos directed users to Instagram or another method (58.3%) using a link or account information to sell the e-cigarette products. Other sites used to complete the sale of the e-cigarettes included Telegram, personal websites and other money transfer services. 

“Parents need to be aware that youth may be buying e-cigarettes through TikTok,” Dobbs said. “Parents can ask to view their children’s ‘For You’ page to see the type of content that is commonly portrayed. Next, if your child receives a bundle of fake nails, eyelashes, lip gloss or even something that seems out of the norm, such as house shoes, open the products and inspect it thoroughly. It may be inside a scrunchy that zips or in the foot of a pair of house shoes.”

Finally, regarding public policy, Dobbs says, “While platforms list their tobacco marketing and sale policies on their website, all content identified in our study violated these policies. Restricting TikTok will not stop people from illegally selling e-cigarettes to youth. Instead, tobacco control agencies can work collaboratively with platforms to use technological advances that will close hashtags, detect illegal activity and identify violations.”

About the University of Arkansas: As Arkansas' flagship institution, the U of A provides an internationally competitive education in more than 200 academic programs. Founded in 1871, the U of A contributes more than $2.2 billion to Arkansas’ economy through the teaching of new knowledge and skills, entrepreneurship and job development, discovery through research and creative activity while also providing training for professional disciplines. The Carnegie Foundation classifies the U of A among the few U.S. colleges and universities with the highest level of research activity. U.S. News & World Report ranks the U of A among the top public universities in the nation. See how the U of A works to build a better world at Arkansas Research and Economic Development News.


Page Dobbs, associate professor of public health
College of Education and Health Professions

Hardin Young, assistant director of research communications
University Relations


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