The National Anti-Smoking Committee (CNCT) has been tracking how tobacco and nicotine product companies use social media for advertising and marketing since 2018. According to Amélie Eschenbrenner, head of Communication and European Advocacy for the CNCT, the situation changed significantly with the start of the Covid-19 pandemic, as companies shifted their promotional efforts more heavily toward social networks. This shift raised concerns about how these platforms might be used to reach younger audiences, despite existing regulations. In France, the sale and advertising of tobacco and vaping products are banned, both in traditional media and online. However, these restrictions do not stop manufacturers from using social media platforms for promotional activities. This creates a complex situation where the law prohibits direct advertising, but companies still find ways to promote their products through more subtle or indirect means. The CNCT has been closely watching how tobacco and vaping companies use social media to influence consumer behavior. These efforts often involve targeted ads, sponsored content, and influencer partnerships, which can be difficult to detect and regulate. The challenge lies in ensuring that these promotional strategies do not violate existing laws or undermine public health goals. As part of its monitoring, the CNCT analyzes the content and reach of these promotional activities. This includes looking at how often tobacco and vaping products are mentioned, the types of content used, and the demographics of the audience being targeted. The findings from these analyses help shape the CNCT’s advocacy efforts and inform policy discussions at both national and European levels.