A new report from Truth Initiative claims that the tobacco and nicotine industry continues to market youth-appealing products, including high-tech “smart” vapes, flavored disposable e-cigarettes, and oral nicotine pouches, which raises concerns about addiction and a potential reversal of recent prevention gains. The report says these products often deliver higher nicotine levels, come in sweet flavors, and are sold at low prices, while recent cuts to federal prevention and cessation funding heighten the public health risk.
According to the report, data show that about one-third of youth and young adults used “smart” vapes in the past month, while nicotine pouches became the fastest-growing nicotine category, with sales nearly tripling between 2023 and 2024. Flavored products dominate youth use, despite limited FDA authorization, and rising nicotine concentrations have driven a 249% increase in total nicotine sold in e-cigarettes since 2020.
The report also points to growing dependence and co-use of multiple nicotine products among youth and young adults. Truth Initiative called for stronger enforcement against illegal products, expanded regulation of flavored nicotine products, and greater investment in youth-focused quitting support.
