For many years, the famous Youtube video hosting website is a cornerstone of the development of the vape. Yet, the love story seems to be getting darker by the day and the many existing reviewers are looking for new networks to continue presenting their vaping products.
From a world of passion, the vape has become in a few years a flourishing business. The famous "reviewers" of yesterday who did it for fun have been replaced by people wishing to become "influencers" while also collecting significant sums. Problem, in Europe, the transposition of the Tobacco Directive (TPD) not allowed " propaganda or advertising, direct or indirect, on vaping products".
The entity providing the Service for " Youtube In the European Economic Area (EEA) being Google Ireland Limited, an Irish company registered in Ireland (under the number 368047), it is in theory more legal to offer content dealing with vaping products. (See terms and conditions of 22 July 2019). Youtube furthermore states that it is not authorized to use the Service to sell advertising, sponsorship or promotional content in or on the Service or the Content, except in the cases authorized by the provisions described in the rules relating to the YouTube Advertising . Without surprise, " advertising for the promotion of tobacco or related products is prohibited ".
And the new Youtube policy seems today to touch many contributors specialized in the vape. Many channels can no longer claim the advertising program and more and more are simply deleted. According to more or less reliable site data Socialblade.com, the most consulted French Youtube channel of vape obtained from 150 € to 2000 € per month.
No wonder then that in recent weeks, many French and European "reviewers" seek refuge on other platforms and try to collect money via jackpots, the goal being to replace the possible advertising earnings that Youtube could pay or to make a little money by taking advantage of the generosity of a few spectators.
INFLUENTIERS ACCUSED OF PUSHING YOUNG PEOPLE TO VAPOTAGE!
Researchers at Yale, the prestigious American university, have looked into phenomenon "vape" by analyzing some sixty videos. According to them, they usually stage teenagers who have 18 and 24 years. But the most surprising is the important role played by professionals in the production of these: half of these contents are sponsored by a brand or an e-cigarette store.
For some specialist, it's a sneaky way to advertise in youth without seeming ". An American study published in Journal of Adolescent Health Moreover, most young people start to vape in order to be able to do "Vape Tricks" as in the videos.
Asked by Mashable, a door-door of YouTube ensures that the platform rsystematically throws out all forms of advertising that directly or indirectly. " Tobacco marketing can operate through very subtle forms ", remind us Grace kongwho led this research. In addition, influencers are not required to reveal their potential partnerships, the streaming giant does not act if the video is reported by a third party.
It seems that the love story between the vape and Youtube is about to end.