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underage youth can simply lie about their age to create and access age-restricted content on social media.37 38 Although platforms are now exploring novel ways of ensuring more accurate age verification, it is not yet clear how effective these strategies will be.39 Need for comprehensive tobacco marketing restrictions on social media Prioritising tobacco marketing restrictions and enforcement of these restrictions on social media is crucial because unlike the traditional one-way media (eg, television, radio, newspaper), social media offers the tobacco industry a powerful interactive tool to appeal to younger generations of customers, including never users, and to renormalise tobacco use by associating it with youth culture.7 Indeed, the heavy presence of tobacco marketing on various social media platforms has been well-documented.4 These tobacco promotional activities represent a significant public health concern because of the popularity of social media use among youth.12 29 Further, exposure to tobacco marketing on social media is associated with subsequent use of tobacco products among youth15 40 and young adults.16 Despite the variety of tobacco promotion that is occurring on social media, FDAs current restrictions on tobacco marketing (ie, requiring health warnings, prohibiting the sale and distribution of products with unsubstantiated modified risk tobacco product health claims or false or misleading claims on labelling or advertising and prohibiting the distribution of free samples) do not apply to all forms of tobacco promotion

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Doctors support raising the smoking age The problem is, studies show, kids experimentation with tobacco often turns into a lifelong habit

Greenwashing tobacco products through ecological and social/equity labelling: A potential threat to tobacco control