Unveiling the Deceptive World of E-cigarettes
For decades, tobacco companies have targeted young people. Now, with the rise of e-cigarettes, the threat to youth health has become even more serious. E-cigarettes, or "vapes," are a major health concern. Their use among young people has skyrocketed. In Wisconsin, a staggering 11% of middle schoolers and 32% of high schoolers have experimented with vapes. Even more alarming, 4% of middle schoolers and 20% of high schoolers in Wisconsin are regular users. We, as a community, must educate ourselves to protect our youth from these harmful products.
Wisconsin's legal tobacco purchasing age of 21 is a step forward, but loopholes remain. Tobacco companies exploit these to market directly to youth. Federal restrictions addressed flavored e-cigarettes in 2020, but the industry found workarounds. Popular options like flavored disposable vapes (containing nicotine equal to 300 puffs) and flavored e-liquids (for refilling cartridges) are readily available. Grape, cherry, cotton candy – these enticing flavors are a clear target for young people. In Wisconsin, 96% of middle schoolers say they wouldn't try vapes without the flavors. Two-thirds of young tobacco users cite appealing flavors as a reason for use.
Deception goes beyond flavors. These products are sold cheaply in bright, attractive packaging, conveniently placed at youth eye-level on store shelves. Unlike cigarettes and smokeless tobacco restricted behind counters, vapes, little cigars, and liquid nicotine products are openly displayed. To further evade parental detection, vapes are disguised as pens, fidget toys, watches, and everyday items. Shockingly, clothing with built-in vaping tubes exists, allowing use in plain sight. These tactics are manipulative and frankly, disturbing.
A major misconception is that e-cigarettes are safe. No nicotine product is safe, and these youth-oriented, deceptive products are particularly potent. Popular e-cigarette pods contain as much nicotine as 20 cigarettes. E-liquids may contain heavy metals like nickel, tin, and lead. Flavorings have been linked to lung disease. Vaping is associated with lung injuries, heart problems, brain damage impacting learning and attention, and even coma or death. Additionally, e-cigarette devices can explode, causing serious injuries.
As parents and community members, let's inform ourselves about e-cigarettes and related products. Communicate the risks to our youth. Be vigilant for unusual items in their bedrooms or trash – slim, colorful plastic pieces, unfamiliar batteries or charging cords, sweet scents, or unexpected pens and highlighters. Visit www.dhs.wisconsin.gov/tobaccoischanging for valuable information, pictures to help identify these dangers, and steps to take action in our communities. This fight requires a united effort.
Jackson County: Healthy People, Strong Community