Google Play Hosts Vaping Games Despite Anti-Nicotine Policies

Regulators are sounding the alarm over e-cigarette-themed games on Google Play, which continue to host apps that glamorize nicotine use despite platform policies prohibiting such content. Research from Truth Initiative found that nearly half of all e-cigarette-related apps in their sample were vaping games or simulators.

Apps like 'Vape Master' and 'Vape Boss Shop Simulator 3D' feature animated characters, bright colors, and themes that appeal to youth, making them likely to encourage nicotine use. Many of these apps also present vaping as a fun and rebellious activity, with challenges where players perform vape tricks or try to vape without getting caught.

The study found that age ratings on Google Play do not provide meaningful protection, as many of the offending apps were rated 'Mature 17+' or 'Teen', which can be downloaded by anyone without age verification. Several apps had a large reach, with some exceeding one million downloads and others surpassing ten million.