Illegal vape use among teenagers has reached epidemic status in the U.S. After more than 500 vaping-related lung diseases in the U.S. as of September, according to the Centers for Disease Control and Prevention (CDC), it is clear vape regulations for minors must be changed or imposed. Of TKC staff, 73% (58/79) believes schools and lawmakers are not doing enough to prevent teen vaping.
‘One-hit-wonder’ has a new meaning for today’s teenagers. For some, one hit of a vape was all it took to develop a nicotine addiction. The number of teenagers who vape has doubled since 2017, and as many as 1 in 4 seniors use e-cigarettes regularly, according to the National Institute on Drug Abuse. The nationwide age limit for vaping is 18 and older, but similarly to alcohol, that restriction is often ignored by teens.
Nationally, some legislation change has begun. At the beginning of September 2019, Michigan legally banned flavored e-cigarettes in an attempt to decrease their marketability toward teenagers. New York followed soon after with a similar ban, but Missouri still allows as many fun flavors as underage vapers could ask for. While eliminating flavors won’t stop minors from vaping altogether, it is a productive place to start.
It is clear teen vaping is an issue that needs to be remedied. A problem as widespread as underage drug use must be addressed before it worsens. There are three main solutions to the issue that schools and lawmakers should consider.
Lose the scare tactics. People love to disobey. When schools choose to educate students with nothing but vape horror stories and extreme consequences, it often backfires and only raises teens’ interest in e-cigarettes. This idea was an important factor leading to the failure of Drug Abuse Resistance Education (D.A.R.E.), which achieved the opposite of its intended effect. A study of D.A.R.E students showed a 29% increase in drug use, according to the Foundations Recovery Network, a foundation for substance abuse treatment. Scare tactics don’t work. Educators must focus on clear, unbiased facts and consequences of vaping rather than extreme horror stories and intimidation.
Rebranding enticing ads. Regardless of legality, several vape brands have been known to market toward minors. The brand Juul, specifically, has fallen under fire since 2015 after an ad study by Stanford University found Juul was targeting teenage consumers. Juul’s social media advertisements featured attractive young models rather than Gen-X adults trying to quit smoking (the product’s originally advertised purpose). Also, nicotine ‘pods’ used with the Juul came in flavors like Creme Brulee, Cool Mint or Fruit Medley – they have since been renamed to Creme, Mint and Fruit after the marketing accusations.
The brightly colored, sweetly flavored pods and sleek, modern packaging are clearly an attempt to attract younger customers, similar to popular brands such as Apple. While Juul has made notable changes to their website, developing age verification as well as emphasizing Juuls as a way for adult smokers to quit, the brand still needs to adjust their tactics to avoid marketing to minors. With further restrictions on specially flavored pods or new packaging that is more clearly directed towards adults, Juul’s illegal appeal to underage customers still has room for improvement.
Education. The complaint of several teenage vapers is that adults emphasize the importance of quitting totally and immediately, but no one ever seems to explain how. Addiction is a disease, and just like any other sickness, it requires a specific and methodical cure. Health and wellness classes typically discuss addiction, but often promote complete abstinence as the only solution. Schools and counselors should educate students on the process of quitting once a nicotine addiction has already developed. Smokefree Teen, an organization dedicated to ending underage smoking, recommends teenagers attempting to quit develop a support system of friends and family for accountability as well as forming a specific plan for stopping. If schools were to teach strategies for quitting rather than just shaming e-cigarette users, it is likely more students would be able to fight back against their addiction.
Vaping is an epidemic. Schools and lawmakers are not doing enough to combat this problem happening right in front of them, and that’s something that needs to change. With rebranding as well as new education policies, we hope for a generation where the phrase ‘one-hit-wonder’ can refer to music again.