Tobacco use has long been the leading cause of preventable disability and death in the United States. Despite widespread awareness of its dangers, Washington County remains a place where smoking persists, with 23% of adults regularly lighting up. However, an even more troubling trend is emerging: our youth are becoming increasingly addicted to nicotine through new, innovative products designed to appeal to them.

The tobacco industry, always on the lookout for ways to expand its reach, is now targeting the younger generation through vaping and e-cigarettes. According to the 2023 National Youth Tobacco Survey, more than two million U.S. middle and high school students reported using e-cigarettes. Even more concerning, more than eight in ten of those youth are using flavored e-cigarettes.

These products come in enticing, easy-to-hide forms that make it difficult for parents and teachers to detect. While the FDA has only approved the sale of 27 types of e-cigarettes–mostly traditional tobacco and menthol flavors–the real threat lies in the plethora of unauthorized fruity and candy-like flavors that are available in convenience stores, vape shops, and online. Flavors like peach, mango, watermelon, and blue razz ice are tailor-made to attract kids who might otherwise never consider smoking.

Many of these young people believe vaping to be safer than smoking traditional cigarettes, but this is far from the truth. A recent study from Johns Hopkins University identified over 2,000 chemicals in vaping products, most of which were unknown and unregulated. The study also uncovered potentially harmful substances such as caffeine, industrial chemicals, pesticides, and flavorings linked to toxic respiratory effects.

Adding fuel to the fire is the rise of synthetic nicotine pouches, like those found in the popular brand Zyn. While these products may offer an alternative for adult smokers looking to quit, they pose a significant risk to non-smokers, especially young people. Nicotine is one of the most addictive substances, and using these pouches increases the risk of addiction and cardiovascular disease in a population that has yet to engage with nicotine.

We are at a critical crossroads. The tobacco industry is continually evolving, launching new products that skirt regulation and target a vulnerable, impressionable audience–our children. It is time for our community to take action. Parents, educators, and policymakers must unite to demand accountability from tobacco manufacturers and retailers. Moreover, the FDA must step up its enforcement of regulations that protect public health, particularly when it comes to flavored vapes and synthetic nicotine products.

Our youth are the future, but the tobacco industry sees them as potential lifelong customers. We cannot allow another generation to fall victim to nicotine addiction. By raising awareness and pushing for stronger regulations, we can make a difference. The health of our children depends on it.

May is a clinical psychologist and McCoy Professor of Psychology at Marietta College. He has taught there for over 20 years and is also on staff at Marietta Memorial Hospital.