Johannesburg – New taxes on vaping and the regulation of manufacturing licences this month may not deter school kids from the alluring draw of e-cigarettes, industry experts warn.
A study by pulmonologist Professor Richard van Zyl-Smit at the University of Cape Town found that 25% of matric students use vapes and nearly 30% of those surveyed use a device soon after waking in the morning. In addition, the study added that almost a quarter require their vape to get through a school day.
Van Zyl-Smit recently explained in a radio interview with Cape Talk that this is a cause for concern.
"They are certainly not without harm, and, compared to fresh air, are far more dangerous than anyone should be inhaling,” he said at the time.
“We saw what tobacco did… we are not prepared to do the same thing and wait 50 years before everyone drops dead of blue-spotted lung disease which we did not in any way predict.”
Meanwhile, South Africa’s ‘modern life skills’ specialist, Dean McCoubrey from MySociaLife, an Edtech digital citizenship, social media literacy and online safety program in schools, proposes that vaping education needs to be approached by using the lessons learnt from a decade of “social media obsession and addiction”.
“Modern life skills, and things like self-regulation and choice, are what MySociaLife teaches in schools, looking at the realities of adolescence and examining it through the prism of what's trending this week on social media, gaming, and popular culture. It’s a useful doorway for us,” explained the company’s Founder Dean McCoubrey.
"Getting a message to land is about presenting a robust case that is multi-dimensional and sure, some kids will be impacted by the health scare, something like ‘popcorn lungs’, but the social inclusion and badge value of vaping outweighs any physical harm for many teens.” McCoubrey added that adolescence is more than just 'kids being kids.'
“It is a whole world of social complexity that is driven by changes in the brain and their environment and screens have changed things, and life skills are very different these days."
MySociaLife outlines five key insights when educating teens about vaping:
Fear-mongering isn’t a long-term solution
McCoubrey said that fear-mongering campaigns surrounding the potential harm of vaping, such as the idea of getting ‘popcorn lungs’, will likely fall short of deterring teenagers.
“This can be attributed to the unique neurobiology of adolescents, where the reward system in the brain is highly active, making them more prone to risk-taking behaviour.
“Moreover, teenagers often display a sense of invincibility and disregard for long-term consequences.”
He added that relying solely on fear tactics may not effectively dissuade them from engaging in vaping.
Are we being played?
McCoubrey explained that the trend of vaping shares many similarities with the influence of social media on teens.
“Both industries heavily target this age group through savvy marketing techniques and the accessibility and easy availability of vaping products and social media platforms contribute to their growing influence.”
He said that vaping and social media often become intertwined as the demographic showcase their vaping habits on social media, further perpetuating the trend.
“Explaining why we want to belong, and why we share is an important first step in understanding how these companies play on our vulnerabilities.”
Reveal the science of being human
McCoubrey believes that understanding the neurobiology of adolescents is key to grasping their susceptibility to pop culture trends.
“During adolescence, the brain undergoes significant development, particularly in regions responsible for decision-making, impulse control, and social connection,” he said.
“This heightened evolution makes adolescents more susceptible to peer influence, seeking novelty, and experimenting with new behaviours.”
He added that consequently, they are more likely to adopt trends such as vaping due to a desire for acceptance and a sense of belonging.
Expose the influencers
Vaping products have been marketed to adolescents through various strategies that exploit their vulnerabilities, McCoubrey believes.
“Flavoured e-liquids, sleek designs that resemble gadgets, and endorsements by influencers have created a sense of allure and social status surrounding vaping.
“Furthermore, social media platforms have played a pivotal role in the marketing of vaping products, targeting young users with tailored advertisements and content.”
He added that e-cigarette maker Juul agreed to pay $462 million to settle claims by six U.S. states including New York and California that it unlawfully marketed its addictive products to minors.
Get real with 'Modern Life Skills'
Given the exposure kids have to social media, McCoubrey argued that they need a balanced view and a relatable voice to present a case.
“Modern life skills education becomes essential in addressing the underlying reasons for vaping.
“Educating students about the psychological factors that drive their behaviour, such as the need for belonging, brain development, insecurity, and peer influence, helps them understand their choices critically.”
He believes that by equipping them with the knowledge and skills to navigate these influences, this hyper-relevant approach empowers young individuals to make informed decisions and resist potentially harmful trends.
McCoubrey said that the impact of vaping on teenagers and pre-teens, coupled with the parallels to the ethics of social media platforms, underscores the need for smarter intervention by adults.
“Our EdTech platform already helps transform teen social media ‘addicts’ into digital explorers, passionate technologists, creative designers, or entrepreneurs, and we have seen it has to be about offering more reasons than fear.
“Understanding the intersection of pop culture, fashion, technology, and what happens in the brain around the spotlight of attention, inclusion, belonging, safety, and how we work as humans habitually, is a whole ring of central keys to unlock change. Be assured that vape makers and marketers use many keys to keep kids inhaling.”