Future of tobacco marketing: the metaverse, NFTs and the next generation of the internet

We are entering a new digital era that may be dominated by the metaverse—a more three-dimensional, game-like version of the internet built on augmented and virtual reality—and non-fungible tokens (NFTs), which are unique digital assets that exist on a blockchain and can be bought, sold and traded, including in the metaverse. These new tools pose challenges to regulators because they are designed to be decentralized and only partially controlled by media platforms. The Tobacco Enforcement and Reporting Movement (TERM) monitors and documents tobacco marketing on social media platforms in India, Indonesia and Mexico. TERM found evidence of tobacco companies using their social media accounts to tell followers of their marketing activities through the use of advergaming, metaverse platforms and NFTs. This included using metaverse digital avatars to promote positive messages about smoking behaviors and tobacco company sponsorship of metaverse events. It also included social media messaging about the companies’ non-tobacco products that indirectly promotes tobacco products. This article underscores the necessity of finding ways to expose and counter the tobacco companies’ harmful marketing tactics deployed through these new tools.

Published August 1, 2024

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