Tobacco usage among children and adolescents has increased tremendously alongside the use of e-cigarettes. According to a 2024 report from the World Health Organization (WHO), an estimated 37 million children worldwide reported using tobacco. As of 2023, e-cigarettes are the most commonly used tobacco product in the United States, with approximately 7.7% of middle- and high-school students reporting usage.
Public health researcher Jon-Patrick Allem has spent the last decade studying the ways Big Tobacco has influenced children and adolescents for the use of their products. The primary focus of Allem’s research is to identify the sources of exposure to tobacco marketing among these susceptible age groups. The adolescent brain does not fully develop until early adulthood, especially in the prefrontal cortex, which prohibits the full development of attention, memory, and cognitive functions.
Additionally, research shows that nicotine exposure can result in long-term damage to the brain, both functional and structural. In 2021, Allem’s team discovered that adolescent exposure to colorful, cartoon-like e-cigarette advertisements altered the stance on and lowered the perception of adverse health risks associated with e-cigarettes. This research suggests that adolescents may be more open to trying e-cigarettes based on targeted marketing strategies.
Allem’s team also found that the placement of e-cigarette products in music videos played a significant role in both exposure and intention of e-cigarette use in younger adults. In recent years, marketing tactics have shifted to various social media platforms to reach a wider audience. Tobacco companies are utilizing the time that children and younger adults spend on screens to increase e-cigarette users.
Spreading awareness of this issue is crucial, as most caretakers, parents, and authority figures are likely unaware of the tobacco-related exposure children and young adults consume daily. Allem states that he is certain that increased awareness has the potential to prevent greater consumption of tobacco in younger people.
By Maya Yorks