Social Media Portrayals of Nitrous Oxide Normalize Use and Encourage Youth Exposure

OBJECTIVE: Recreational nitrous oxide use is an emerging public health concern in the United States, particularly among adolescents and young adults. Given its status as a legal marketable product and varying legality in several states, marketed under brand names like Galaxy Gas and Prime Whip, it is inexpensive, easily accessible, and often glamorized on social media. METHOD: . Videos were coded for messenger characteristics, thematic content, and engagement metrics. Videos were included if they featured user-generated content involving nitrous oxide or related products, were in English, and were publicly available during the study period. We excluded duplicates, videos that were purely commercial or promotional, and videos that did not actually depict nitrous oxide, even if they matched a search term. RESULTS: Videos averaged 23 million views, 64,753 likes, and 9,500 shares. Half depicted personal experiences, 16.7% demonstrated use, and 10% promoted free trials. Most messengers were perceived as male (70%) and Black/African American (73.3%). No videos included age restrictions or health warnings. The content frequently framed use as socially acceptable or entertaining. CONCLUSIONS: Nitrous oxide misuse is widely visible on major social media platforms and often portrayed without risk information, potentially encouraging youth uptake. Public health strategies should include education campaigns, stricter regulations (e.g., age limits, warning labels), and platform collaboration to reduce exposure. Further research should examine long-term trends and behavioral impacts of online portrayals.