FAYETTEVILLE, Ark. — Since the launch of the TikTok shop in 2023, millions of users have shopped and sold on the platform, but one University of Arkansas (U of A) study found sales through some self-identified small business owners may not be legal.
For lead researcher Page Dobbs, it all started with a conversation with one of her students.
"The student said, 'If I wanted to get an e-cigarette, I'm not gonna go to a retailer, I would just get it on TikTok.' I said 'Hold up, show me what you mean,'" said Dobbs. "So they pulled out their phone and showed me how people were bundling and selling e-cigarettes on TikTok."
That bundling she mentions includes beauty products like lip gloss, false, eyelashes, and scrunchies where the e-cigarette is hidden.
Dobbs explains, "Inside that scrunchie, they may have a zipper with a hidden e-cigarette inside."
The study found over 360 videos were posted with curated hashtags specifically targeting minors.
"They used the hashtag 'no ID' to indicate that they would not be asking for an ID or your identification wasn't required to purchase," she adds.
Researchers think this is heavily influenced by a 2019 law raising the age to purchase tobacco products to 21.
"The idea is for parents to be aware that e-cigarettes could be coming into your home without your knowledge and you may be passing over a package that includes them," Dobbs says.
She encourages parents to monitor their teenager's purchases and TikTok 'For You Page' and have conversations on nicotine and addiction.
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