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. 2022 Feb 7;32(e2):e184–e191. doi: 10.1136/tobaccocontrol-2021-057053

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© Author(s) (or their employer(s)) 2023. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/.

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Evidence of collaboration between influencers and e-cigarette brands. (A,B) E-cigarette brands mentioned in captions to the influencers’ Instagram posts; (B,C) example of a violation* of the Federal Trade Commission (FTC) guideline for sponsorship disclosures. *When a post is viewed on a mobile device, the brand name gets truncated requiring a user to click ‘more’ (B) to see a brand name (C). Publicly available photographs and captions were sourced from the public Instagram account of an influencer Drewdirps on December 2020 (https://www.instagram.com/drewdirps/).