Recently, the state of Massachusetts filed a lawsuit against the Juul, a vape company, for creating a youth vaping epidemic. Vaping has grown at an extremely high rate among the youth, up 135% in the past two years, and although some steps have been taken to combat the issue in teens, it remains as an epidemic. This is a result of Juul targetting the younger generation with their advertisements, the ease of access of nicotine and tobacco e-cigarette products, and the poor ad campaigns against vaping.
First, Juul has been known to target a youth audience. They were recently discovered to have bought ads on sites targetting kids, such as Cartoon Network and Nickelodeon, using images of young models vaping. Furthermore, Juul used many sweet, fruity nicotine flavored e-liquids to attract a younger audience. Although these flavored name brand Juul pods are now banned, there are still other alternatives available in stores and online. This is a major problem because the e-cigarette products that were meant to help smokers quit are now attracting a younger audience who are instead becoming addicted to nicotine products.
Another issue with youth vaping is how easily accessible nicotine products are for the underage to buy. A 9-year-old showed in front of the Colorado General Assembly, “All I have to do is enter my address, payment, fake birth date and the highly addictive, highly damaging nicotine product would come straight to my door.” Due to how weak the age verification for buying these substances online, it is extremely easy for underage teens to order them to their homes with no penalty, which is a major flaw that has lead to the growth of vape and e-cigarette usage.
To combat teens buying these products while underage, many states have raised the minimum age. For example, Pennsylvania raised the minimum age to buy nicotine and tobacco products from 18 to 21. Although this may seem like a useful action, it does not change the fact that teens always have the option to order products online. Furthermore, the American Lung Association gave our state an F for tobacco taxes and smoking prevention programs, showing that our current level of activity is not enough useful action has been taken against vaping.
There have been many ad campaigns against vaping and smoking among teens, however, they are oftentimes ineffective, or even detrimental. Forbes made an article describing the issue, saying, “They employ outdated internet memes, puppets mimicking the Breakfast Club, and zombies harassing innocent store clerks. Their actors can be awkward and theatrical, their messages ham-handed and overwrought.” Essentially, because of how embarrassing the ads are, teens ridicule them (something I have personally seen extremely often), thus dampening the impact, and in some cases even leads teens to try e-cigarettes. Although the message of the ads is valid, their execution and delivery do not connect with their target youth audience, which severely weakens their effect.
There has been some federal legislation to combat vaping, name the ban of single-use flavored nicotine cartridges that was mentioned earlier in the blog. More action needs to be taken to curb the number of youth vaping, however, it difficult to directly find a solution. Most of the vaping related illnesses and deaths have been linked to vitamin E-acetate, which was used in substitute THC vape cartridges, but these are already illegal as marijuana is federally banned. Furthermore, it is difficult for the government to regulate the large online market for vape products, as well as the underground market that sells the products to the underage. Stricter identification laws to purchase vape products online could be a good step forward against the epidemic.
In conclusion, vaping is a serious problem causing high rates of nicotine addiction among youth. Although there are some steps that have been taken against them, such as ad campaigns and the ban of many popular flavored cartridges, it simply is not effective. Because of the high market demand by the youth for these e-cigarette products, they will (and have been able to) find workarounds to fuel their addiction. For example, full disposable vapes have been increasing in popularity, and are also available legally in many flavors, so addicted teens can simply shift from Juul to the newer, legal nicotine trend. More laws that restrict the purchase of nicotine products through stronger identification verification could be useful, but even still the problem is complex and this would not solve the underlying issues behind the youth vaping epidemic.