Talk about mixed messaging.

Despite the well-documented dangers, videos posted on TikTok have been normalizing illegal vaping among young people, according to new research.

Meanwhile, evidence-based health advice is struggling to cut through the clutter and noise.

While smoking rates have fallen to record lows, vaping has become increasingly common, with an estimated 1.63 million US teens regularly using e-cigarettes in 2024.

Despite claims that it’s a less harmful alternative to traditional cigarettes, multiple studies have found that vaping brings on potential risk of organ failure, heart disease and brain issues like dementia.

Now, a study from the University of East Anglia has found that humorous content about the use of e-cigs portrays them as normal and harmless to young audiences, using hashtags like #noIDvape and #puffbundles.

The researchers pointed out that while there are plenty of health and educational websites with accurate information, social media content is less regulated and draws in more young viewers.

“These TikTok videos attract significant attention and can feed into an emerging illicit vape subculture, where young people exchange tips, experiences, and ways to bypass age restrictions,” Dr. Emma Ward, from UEA’s Norwich Medical School, said in a press release.

Sellers of e-cigarettes often depict the devices as glamorous or as part of cosmetic bundles to present the habit as more desirable and make it easier to avoid age verification.

“When accurate information is hard to find or feels unappealing, young people may turn instead to content that is more engaging but also more misleading, particularly on fast-growing video platforms like TikTok,” Ward said.

Not only does vaping carry risks of cancer and dementia. but it can also impact fitness levels, mess with one’s ability to breathe, and bring on muscle fatigue more easily.

Vaping could also bring about future heart damage, as the practice damages artery walls and prevents them from widening for proper blood flow.

The sleek devices have been found to expose users to a shocking amount of toxic metals, with some producing more lead in a day’s use than nearly 20 packs of traditional cigarettes.

And the trendy alternative can even change vapers’ genes that are associated with cancer, heart disease and lung conditions.

The American Heart Association has even called the rise in young people using vapes a “serious public health threat,” noting that most still have “highly addictive” nicotine, which can be especially harmful for developing brains.

With uneven information online, health advice struggles to compete with glamorized, engaging social media content, proving worrying to experts.

“The research suggests that legislation alone will not be enough if video-based platforms continue to expose young audiences to unregulated and misleading content,” Ward said.

However, the researchers suggest social media should be embraced to better share public health messaging in a way that’s “not only accurate, but also accessible, engaging and relevant,” according to Ward.