Doctors in the Netherlands have finally had enough and decided to take legal action against social media giant Snapchat! Leiden University Medical Center (LUMC), Antoni van Leeuwenhoek Hospital, and the Dutch Foundation for Youth Smoking Prevention (Stichting Rookpreventie Jeugd) jointly submitted a formal enforcement request to the Netherlands Authority for Consumers and Markets (ACM), accusing Snapchat of continuously allowing the trading of illegal e-cigarettes (vapes), which seriously endangers the health of teenagers.

Empty Promises of Rectification? Shocking Investigation Results

The incident originated in June this year. At that time, Snapchat was ordered to take measures to better protect minors from the rampant trade of illegal e-cigarettes, cigarettes, and nicotine pouches (snus) on its platform. Representatives from the platform even flew from the United States to the Netherlands to hold talks with doctor groups and promised to "make improvements in the short term."

However, the doctors did not readily believe the promises. To verify the actual effect of Snapchat's rectification measures, they asked 11 young people to search for accounts selling e-cigarettes on Snapchat both before and after the implementation of the platform's rectification measures. The results were shocking.

"Everything remains the same, no changes at all!" Professor Danielle Cohen, a pulmonary pathologist at LUMC, said angrily. Before the rectification, these young people easily identified 607 illegal seller accounts using 16 keywords such as "nicotine," "e-cigarette," and "tobacco." After the rectification, the same search actually found 615 accounts, an increase rather than a decrease! "This is not some complicated detective work; it's easy to find," Professor Cohen added.

Rampant Teenage E-Cigarette Use: Illegal Trade is the Source

In the Netherlands, the sale of flavored e-cigarettes is prohibited by law. But the reality is that illegal trade is still prevalent. The latest data from Statistics Netherlands (CBS) shows that nearly 8% of teenagers aged 12 to 18 admit to using e-cigarettes. An earlier investigation by RTL Nieuws also showed that a large number of Dutch children are exposed to e-cigarettes: one-eighth of parents of primary school students said their children had tried e-cigarettes, the proportion among middle school students is as high as one-fourth, and among students in vocational colleges (MBO), this proportion soars to four-tenths.

It is through illegal black markets on social platforms like Snapchat that teenagers buy these e-cigarettes. Young people report that Snapchat is one of their main channels for finding e-cigarettes.

"We found numerous accounts like 'cigarette sales,' 'e-cigarette sales,' and 'Ameland cigarette vendors,'" Professor Cohen questioned. "If a few young people can easily find these during the summer vacation, how is it possible that Snapchat, a company with billions in profits, can't? They simply haven't made enough efforts!"

Violating EU Regulations? The Platform Faces Heavy Regulatory Measures

The doctor groups believe that Snapchat's actions openly violate the EU's Digital Services Act (DSA). The act clearly stipulates that online platforms are responsible for preventing the sale of illegal goods in their services and protecting minors from unsafe content. Therefore, they formally requested the Dutch ACM to take enforcement actions, which may include issuing binding orders or imposing huge fines.

The ACM has responded quickly, stating that "protecting minors is one of its top regulatory priorities" and emphasizing that "given the huge risks to adolescent health, this matter will receive our full attention." The agency has begun evaluating the case and has contacted the European Commission.

Snapchat Claims to Have Done Its Best; Experts Question Its Motives

Faced with the accusations, Snapchat insists that it has not violated the DSA regulations and expressed "disappointment" at the doctors' legal action. A company spokesperson argued: "We have invested heavily in combating malicious actors who abuse the platform and educating users... But no security feature or policy can eliminate all threats... We constantly adjust our strategies to respond to changes."

However, Paddy Leerssen, a DSA expert at the University of Amsterdam, after reviewing the evidence submitted by the doctors, believes that their claims are "very convincing," "well-prepared, and supported by solid evidence." Leerssen pointed out that the key is whether illegal content is "easily accessible." If the situation is as described by the doctors, Snapchat should be able to identify and remove relevant content more easily. He believes that the platform is "inaction" in content review, and the root cause behind this may be cost considerations—stricter review requires more investment in manpower and resources.

What's the Solution? Experts Call for the Platform to Upgrade Age Restrictions

Professor Cohen put forward a sharp suggestion: if Snapchat cannot effectively protect minors from illegal activities on its platform, then the platform should be completely upgraded to an 18+ app. "It's sad; I know young people like to use Snapchat to communicate with friends. But they shouldn't have to constantly resist the temptation of illegal sales while socializing. This is too hard for minors; they shouldn't have to bear this."

The final decision of the Dutch regulatory authority ACM will take time, possibly several months. But this legal battle initiated by doctors will undoubtedly push the global focus on the responsibility of social media platforms in protecting minors from illegal products (especially e-cigarettes) to a new height. Can Snapchat truly assume its due responsibilities? Can the health of Dutch teenagers be effectively protected? The whole world is watching the ACM's ruling.