Health Department Targets Underage Sales
The Jackson County Public Health Department in partnership with the La Crosse County Health Department (LCHD) recently concluded a successful series of tobacco compliance checks as part of the Wisconsin Wins (WI Wins) program, a statewide initiative that works to decrease youth access to tobacco and help retailers avoid fines. The program educates retailers on ID verification best practices and the dangers of underage tobacco sales to promote a healthier, safer community.
The recent WI Wins checks, the first held locally since the pandemic, reached 160 retailers across Jackson and four neighboring counties — Buffalo, La Crosse, Trempealeau, and Vernon — with an average sales rate of 6.2%, well within the state’s goal of staying below 10%. However, Jackson County’s rate was high at 11% of retailers making the sale to underage youth, highlighting the importance of completing these checks regularly and utilizing the program’s educational approach in preventing youth tobacco access.
WI WINS compliance checks in Jackson County (7C’s) are conducted by youth aged 16-17, alongside Tobacco Prevention staff. During these checks, licensed tobacco retailers are visited by the team. The process involves the youth attempting to purchase a tobacco or nicotine product. They have the option to present an ID at the time of purchase, but if they do, it must be their own valid ID. In some communities, local law enforcement partners in these checks, issuing fines to sellers who illegally sell tobacco or nicotine products to minors. Law enforcement may also conduct their own follow-up compliance checks.
“WI Wins compliance programs have a common goal: to protect young people from substances that pose serious risks to their health and well-being,” said Katie Boone, LCHD Health Educator.
Retailers can access free training on responsible sales practices at witobaccocheck.org, reinforcing their role in the community effort to safeguard youth. Compliance with Federal Tobacco 21 (T-21) laws, which prohibit the sale of tobacco products to those under 21, remains essential, as studies show that 80% of adult smokers started before 18, and 95% before 21. Raising the tobacco purchase age disrupts high school social networks that can supply underage peers with tobacco.
The risks of youth access to tobacco and nicotine products are profound: nicotine exposure affects developing brains, leading to addiction and cognitive issues, as well as significantly increasing the risk for life-long addiction. Programs like WI Wins play a critical role in supporting retailers and local law enforcement as they work together to prevent youth substance access.