Petition seeks rules for smoking influencers

A Dutch petition calling for clearer rules around smoking and vaping on social media has gained more than 12,000 signatures.

The petition was started by 19-year-old Boy Tanis from Geertruidenberg. He says young people should be protected from influencer content that shows smoking or vaping in a positive or normal way.

The debate is not about traditional tobacco advertising only. In the Netherlands, advertising cigarettes, vapes and other tobacco products is already banned. Influencers are not allowed to sell or promote tobacco products through paid content.

But there is a grey area. If an influencer is simply seen smoking in a photo or video, that is not automatically illegal as long as it is not paid promotion.

Tanis argues that this still matters because influencers and artists reach large young audiences. A cigarette, cigar or vape in a popular post can make smoking look normal, stylish or harmless.

The petition asks for clearer guidelines. It also calls for warnings or age limits around posts that show smoking, especially when the account has a young audience.

This fits a wider discussion about social media and youth health. Platforms already place warnings on some types of content, such as explicit images or AI-generated material. The petition asks why smoking content should not be treated with similar care.

The story matters for parents because Dutch public health policy is often strict on smoking. Smoking bans, plain packaging, higher prices and rules around tobacco sales are all part of the effort to reduce smoking.

But social media is harder to regulate. Young people may see smoking not in adverts, but in music videos, party clips, football celebrations or lifestyle posts.

The question is how far responsibility should go. Some people will argue that adults can post legal behaviour. Others will say that large influencers have a special duty when their content reaches minors.

The next step is political. The signatures may be offered to the Tweede Kamer. If lawmakers take the issue seriously, the debate could move toward platform rules, influencer codes or stronger guidance from regulators.

For now, the petition shows that smoking is no longer only a health issue. It is also a digital culture issue.