A study published in the journal Addiction reveals the significant influence of TikTok on the rising trend of illicit vaping among young people in the UK. With around 20% of individuals aged 11-17 having tried vaping, the platform's videos, which have amassed over 1.5 billion views, frequently promote vaping through humor and shared experiences. The research indicates that nearly 47% of TikTok videos portray illicit vaping positively, trivializing its risks. In contrast, educational resources from health institutions often fail to engage youth effectively, with only 17% rated as providing good coverage of the health risks. The study highlights a disconnect between the appealing, rule-breaking content on TikTok and the serious, less engaging public health messaging. As regulations tighten, the availability of illicit vapes continues to pose a challenge, suggesting that without youth-informed educational strategies, the normalization of vaping may persist. The authors emphasize the need for impactful, youth-targeted resources to counteract the glamorization of illicit vaping on social media.