Snapchat in the sights of tobacconists: tobacco trafficking goes digital

The tobacco world is facing a new battle. For several months, social networks have regularly been criticised for their role in spreading content linked to the illegal sale of cigarettes and tobacco products. This time it is French tobacconists who are speaking out, taking direct aim at Snapchat, which they accuse of allowing smuggling advertisements to circulate on its platform.

Behind the case, the whole question of the parallel tobacco trade resurfaces. Between organised networks, clandestine sales and the explosion of exchanges through mobile applications, professionals in the sector describe a situation that has become impossible to control.

A firm move against Snapchat

The association “Buralistes en colère” has decided to raise its voice over the growing number of items it considers illegal on Snapchat. In its view, the platform acts as a shop window for sellers offering cigarettes, tobacco and vaping products outside the legal framework.

Tobacconists criticise the application in particular for:

• the repeated presence of tobacco sale advertisements;
• posts displaying low prices;
• delivery offers;
• accounts dedicated to recruiting resellers.

For professionals in the sector, the problem is no longer marginal. They consider that this content is visible, easy to find and numerous enough to require an immediate response from the platform.

Illegal tobacco is changing shape

For a long time, cigarette trafficking was mainly associated with street sales or conventional smuggling networks. Today the phenomenon is changing fast with social networks and instant messaging.

In a few clicks, some users can now get in touch with sellers, browse “catalogues”, discuss prices or arrange deliveries. This digital shift is a particular worry for tobacconists, who are seeing entirely illegal competition appear that is difficult to control.

The problem goes well beyond Snapchat alone. Social networks are gradually becoming tools used by some traffickers to reach a wider and younger audience.

Rules that are nevertheless very strict

In France, tobacco sales are governed by particularly strict regulation. Only approved retailers may legally sell cigarettes or tobacco. Distance selling is prohibited, as is direct or indirect advertising for tobacco.

For tobacconists, seeing sales content circulate freely on an application therefore raises a genuine legal problem. They consider that digital platforms must now take responsibility and strengthen their moderation tools.

The question becomes even more sensitive with the new European rules on large digital platforms. These are now held more accountable for the illegal content distributed on their services.

A parallel market that comes at a high cost

Tobacco trafficking now represents a huge shortfall for the State and for tobacconists alike. Between cross-border purchases, counterfeiting and clandestine sales, the parallel market continues to grow.

In some tobacconists’ shops, retailers are already seeing changes in customer behaviour. Some customers are said to buy only accessories such as papers or filters, suggesting that the tobacco itself is obtained elsewhere.

Beyond the economic side, the risks for consumers are also significant:

• no traceability of the products;
• unknown quality;
• health risks;
• counterfeiting;
• possible funding of criminal networks.

All of these factors feed the sector’s current concern.

Snapchat under pressure

Although Snapchat officially prohibits the sale of tobacco and nicotine-related products on its platform, tobacconists consider the current measures insufficient. The real issue now is the ability of social networks to detect such content quickly and prevent it from reappearing.

With this case, digital platforms could face growing pressure from the authorities, associations and professionals in the sector. The coming months could therefore mark a turning point in the fight against the illegal sale of tobacco online.

A battle that is only beginning

This move by tobacconists against Snapchat shows how far the illegal tobacco trade is evolving alongside digital habits. Trafficking is no longer confined to traditional networks: it now takes place directly on the smartphones and applications used every day by millions of people.

For professionals in the sector, the fight is as much about protecting their own business as about limiting the spread of a parallel market that has become increasingly visible online.

One thing is certain: the fight against tobacco trafficking is entering a new dimension, in which social networks, European regulation and the responsibility of digital platforms will now be at the heart of the debate.