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Despite efforts from health officials to raise awareness of the potential harms of vaping among young people, social media users are being exposed to a growing amount of pro e-cigarette content. That's according to researchers.

Following a rise in school children saying they have used e-cigarettes—despite the harms nicotine can pose to the developing brain—researchers wanted to gain a better understanding of the part played by social media sites like Instagram. According to the authors [...] e-cigarettes are portrayed as healthier alternatives to regular cigarettes on such platforms.