New Report Highlights How Tobacco Companies Target Kids with Array of Flavored, High-Nicotine Products as State Tobacco Control Infrastructure is Weakened

WASHINGTON, D.C. — A new report issued today by Truth Initiative details how the tobacco industry continues to attract and addict kids with a variety of flavored, nicotine-loaded products, including high-tech “smart” vapes, nicotine pouches, and disposable e-cigarettes. Many of these products lack FDA authorization and are on the market illegally. 

The vast availability of these products threatens the enormous progress the U.S. has made in reducing youth use of tobacco products and underscores why policymakers cannot let up in implementing proven strategies to protect kids. It is especially critical that Congress reverse the current Administration’s decision to eliminate the CDC’s Office on Smoking and Health, which has played a vital role in reducing youth tobacco use and supports tobacco prevention efforts in every state. In addition, federal agencies, including FDA, Customs and Border Protection, and Department of Justice must continue and enhance enforcement against illegal tobacco products, especially those that appeal to youth. 

The new report highlights the following products putting kids at risk:

• High-tech “smart” vapes: Nearly one-third of youth (32%) and young adults (33%) who use e-cigarettes reported using ‘smart’ vapes with screens, games, or Bluetooth connectivity in the last month. Two of the top 5 brands sold - Geek Bar and Raz – have ‘smart’ features and are popular among youth. All of these “smart” vape products lack FDA authorization and are on the market illegally.
• Nicotine pouches: Oral nicotine pouches – like Zyn, Velo and On! – are now the most rapidly expanding tobacco or nicotine category in the United States, with sales nearly tripling from $145 million to $404 million between January 2023 and December 2024. This increase in sales has occurred at the same time as an increase in youth use; according to the Monitoring the Future survey, current use of nicotine pouches among high school seniors increased from 1.3% in 2023 to 4.4% in 2025.
• Disposable e-cigarettes: Flavored disposable e-cigarettes are cheaper and pack a bigger nicotine punch than ever before. The total amount of nicotine sold in e-cigarettes surged by an astounding 249% from 2020 to 2024. Some of the most popular disposable e-cigarettes on the market now contain as much nicotine as 20 packs of cigarettes or more.

In addition to federal efforts, states and localities must also step up their efforts to implement proven policies and well-funded tobacco prevention and cessation programs. We can’t let up our collective efforts to protect kids, especially when tobacco companies continue to spend billions on marketing and are continually introducing new products aimed at addicting another generation of customers.