The Dutch Authority for Consumers and Markets (ACM) has launched a formal investigation into Snapchat over its alleged failure to protect minors from illegal vape dealers. This regulatory action, coordinated with the European Commission, was triggered by a joint enforcement request from Dutch medical specialists and youth smoking prevention advocates who argue the platform is violating the European Union’s Digital Services Act (DSA).
The legal escalation began after the Youth Smoking Prevention Foundation (Stichting Rookpreventie Jeugd), alongside major Dutch medical institutions like the Leiden University Medical Center (LUMC), grew frustrated with Snapchat’s lack of moderation. Despite high-level meetings where Snapchat representatives promised swift improvements, a localized study conducted by Dutch youth revealed that illicit vape dealers remain rampant on the app.
Using 16 simple search terms such as “nicotine,” “vape,” and “tabak,” youth investigators tracked the availability of dealers before and after Snapchat’s promised safety upgrades. The results showed that the platform’s self-policing measures had virtually zero impact.
| Metric / Search Result | Before Snapchat’s Promised Measures | After Snapchat’s Promised Measures |
|---|---|---|
| Identified Vape Dealers | 607 dealers | 615 dealers |
| Search Terms Used | 16 (e.g., vape, nicotine, tabak) | 16 (e.g., vape, nicotine, tabak) |
| Dutch Youth Vaping Rate (Ages 12-18) | Approximately 8% (CBS national average) | |
“If teenagers can easily find these accounts during their summer holidays, Snapchat—with its billions in revenue—should easily be able to track them down,” stated LUMC pulmonary pathologist Daniëlle Cohen. Cohen warned that if Snapchat cannot guarantee minor safety, it should be restricted to users aged 18 and older.
Under the DSA, social media platforms are legally obligated to proactively combat the sale of illegal goods and shield minors from harmful content. Snapchat defended its record, stating it has invested heavily in proactive detection and strictly prohibits vape advertisements, though it acknowledged that “no single safety feature” can eliminate all online threats.
If the ACM finds Snapchat in breach of the DSA, the platform faces binding instructions and substantial financial penalties.
- Source: Dutch probe Snapchat over alleged failure to tackle vape sellers
