Background In the early 2020s, Australian media and public health organizations described the rapid rise in youth e-cigarette uptake, portraying this as a “peer pressure” problem wherein vulnerable young people were being led or bullied into vaping by the “cool” kids. Yet, the peer pressure framing of vaping fails to account for young people's rituals of nicotine consumption and ways social drug economies are organized. Methods In 2023, we conducted qualitative interviews and ethnographic research with 24 young people ages 17 to 25, both vapers and nonvapers, in New South Wales, Australia. We investigated their embodied experiences of vaping, observations of peers’ vaping practices, and beliefs about vaping policy. We analyzed their accounts for themes and here report our findings, illustrated with participants’ quotes and an ethnographic portrait of a Sydney high school vape seller. Results The notion that young people are “pressured” into vaping lacked emic meaning for our participants. Their accounts reveal three ways that vaping is social beyond “pressure.” First, social vape market offers entrepreneurial teens money-earning opportunities, mediated by social networks and markers of peer esteem, prestige, and trust. Second, vapes are exchanged as both gifts and commodities in sharing economies, offering social opportunities and scripts for recreational interactions. Third, e-cigarettes as material objects provide esthetic and gustatory pleasures that are both individually enjoyed and socially performed in rituals of taste and display. Discussion These three perspectives on the sociality of vaping help nuance our understanding of how and why young people vape, and also suggest why public health outreach efforts may not be effective when they reduce youth vaping uptake to peer pressure. As youth vape use is on the rise in Australia, these perspectives matter for understanding this important social phenomenon and may help policy development move beyond simplifications of youth cultural motivations.
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