FOI 26-2642 – Youth Vaping Education Campaign

Written by Claude Haiku 4.5 from the extracted text on 16 May 2026. It can miss or misread redacted and scanned pages. Check the source before relying on it.

The Department of Health released its Phase 3 Youth Vaping Education Campaign strategy (2025–26), detailing a multi-channel media approach targeting 14–24-year-olds. The campaign employs a digital-first strategy including video on demand platforms (BVOD, SVOD, YouTube, Vevo), in-game advertising targeting 14–17-year-olds, social media (Meta, Snapchat, TikTok), digital audio via streaming services, out-of-home advertising in venues frequented by youth, and search optimization for vaping-related queries. The strategy was developed with Universal McCann and builds on Phase 2 success. Implementation accounts for upcoming social media age restrictions for under-16s by ensuring sufficient reach to 14–15-year-olds before restrictions take effect. Advertising emphasizes countering misinformation in high-consumption environments where youth encounter vaping content.