On July 24, 2019, Facebook rolled out a new policy which limits content and restricts sales of alcohol and tobacco, including e-cigarettes. This policy also applies to Facebook groups created for the sale of alcohol and tobacco.

Brands which post content related to the sale or transfer of these products will be required to restrict that content to adults 18 or older. The new policy also prohibits all private sales, trades, transfers and gifting of alcohol and tobacco products on its Facebook and Instagram platforms. Previously, Facebook's policies prohibited the sale of tobacco and alcohol in Facebook Marketplace, and now it has extended the ban to organic content - regular posts from private users.

Influencers who are paid to promote nicotine-containing products will be allowed to post content related to tobacco and e-cigarettes products, and those posts will not have to be age restricted. However, Facebook is working with industry and regulatory bodies on potential updates to its influencer policy.