A quarter of Dutch teenagers have experimented with vaping, prompting serious concerns about the health risks and illegal sales targeting this vulnerable group. Stichting Rookpreventie Jeugd, an anti-smoking organization, is taking a firm stance against Snapchat, threatening legal action if the platform fails to curb the sale of illegal vapes to young people.

The organization asserts that Snapchat is not doing enough to prevent the promotion of these products. Lawyer Laura van Gijn stated that if Snapchat can detect and remove explicit images, it should be able to block the promotion of vapes as well.

Research from Trimbos indicates that one in five young adults under 25 uses vapes, and a significant majority of them also smoke traditional tobacco cigarettes. The legal age limit of 18 for vape use is routinely ignored, with online sales thriving.

The anti-smoking group is giving Snapchat two weeks to comply with their demands. Failure to do so will result in a formal complaint to the consumer watchdog ACM and the European Commission, which will then consider further actions.

Despite a ban on flavored vapes for over a year, they remain readily available through Snapchat and other online channels. These illegal vapes often contain dangerously high levels of nicotine, as well as cancer-causing metals and toxins.

Lung pathologist Daniëlle Cohen noted that Snapchat has become the primary platform for vape dealers to reach teenagers. She added, “We see an increasing number of young people with a serious addiction to nicotine from using these products, with huge consequences for their mental and physical health.”

In 2024, at least 14 children were hospitalized due to vaping-related health issues, and pediatricians suspect that many more are experiencing problems. Furthermore, at least five teenagers and young adults in the Netherlands have narrowly escaped death after excessive vaping, with four being placed in medically induced comas for extended periods.