Major tobacco companies are under fire for allegedly using metaverse platforms to market nicotine products to children, a new report reveals.
According to a recent investigation by the watchdog group Reset Australia, brands linked to the tobacco industry are leveraging virtual reality platforms such as Roblox and Decentraland to subtly promote e-cigarettes and vaping products. The tactics reportedly include using influencer avatars, youth-oriented games, and virtual billboards that blur the lines between entertainment and advertising.
Researchers warn that this emerging strategy allows companies to bypass traditional advertising regulations and reach young audiences in immersive, unregulated digital spaces. “It’s a dangerous evolution of tobacco marketing,” said Chris Cooper, executive director of Reset Australia. “These platforms are becoming the new playgrounds for Big Tobacco to normalize vaping among children.”
While tobacco advertising is strictly regulated in many countries, enforcement remains limited in virtual worlds. The findings have prompted renewed calls for regulatory frameworks to protect minors in digital environments.
Tobacco companies named in the report have not commented publicly on the allegations.