More than 1,300 profiles on popular social media platforms openly sell illegal drugs and nicotine products to young people across Denmark. A new investigation reveals widespread drug marketing targeting Nordic youth on mainstream platforms.
The study identified 1,341 profiles across Snapchat, Reddit, and TikTok actively promoting illegal substances. These profiles sell cannabis, opioids, cocaine, and banned nicotine products like puffbars.
Researchers found 829 Snapchat profiles primarily offering cocaine and cannabis. TikTok contained 66 profiles selling puffbars, while Reddit hosted 446 profiles marketing a wider range of drugs.
Drug sellers use sophisticated communication strategies to attract young customers. They create appealing advertisements and profiles that blend seamlessly with regular social media content.
Amalia Montano Dahl, who led the analysis, explained the concerning trend. "We see illegal nicotine products and drugs sold openly on mainstream social media," she said. "Young people encounter attractive ads and profiles selling puffbars and drugs alongside videos and memes."
The investigation manually verified each profile after initial automated detection. Most drug-selling accounts concentrate in major cities but appear nationwide.
Researchers interviewed 21 young Danes about their exposure to drug content. Many reported encountering drug-related material without actively searching for it.
Some dealers use retention strategies to maintain customer relationships. They send direct messages encouraging repeat purchases and target students during exam periods with special offers.
This represents a significant challenge for Nordic authorities trying to protect youth from drug exposure. Social media platforms face increasing pressure to monitor and remove such content more effectively.