The 2019 Minnesota Student Survey found more than a quarter of Minnesota 11th-graders and 11 percent of 8th-graders used an e-cigarette in the past month. From 2016-2019, the 8th-grade vaping rate nearly doubled.
The commercial tobacco industry uses flavors to attract these kids. Two thirds of current high-school tobacco users in Minnesota reported using a flavored product.
The deliberate marketing tactics used by the tobacco industry have made vaping popular among youth. The Minnesota Student Survey also found that Eighty-eight percent of Minnesota high-school students are exposed to e-cigarette ads. Investigations have revealed e-cigarette maker JUUL targeted kids as young as eight with marketing including a summer camp, school programs and social media influencers. The state of Minnesota has sued JUUL Labs for illegally advertising to youth and engaging in deceptive practices.
Flavored tobacco products are driving the youth nicotine epidemic, which has erased nearly two decades of progress to reduce youth tobacco use. The alarming rise of youth vaping goes hand-in-hand with the insidious impact of predatory marketing the commercial tobacco industry has targeted at marginalized communities – including African Americans, American Indians, and LGBTQ people.
Thanks to Claire, Trella, and Will for sharing their personal experiences with vaping. Thanks to Elliot Christensen, Laura Smith, and Brooke Moore, MD, MPH for their guidance and expert knowledge.
Produced by the Center for Prevention at Blue Cross® and Blue Shield® of Minnesota along with production support from Quiet Island Films.
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