Flavors Hook Kids The Tobacco Industry s Kids Menu
Mariposa County Tobacco Education Program We engage with the community to: Create smoke free environments Counter the aggressive marketing practices of the tobacco industry Prevent the illegal sale of tobacco products youth under 21 Promote tobacco cessation resources Grant Funded by the California Tobacco Control Program By Tobacco Taxes enacted under Proposition 99 (1988): initial 25 cent tax Proposition 56 (2016): additional $2.00 tax
Youth E-Cigarette Use - A National Issue E-cigarette use among U.S. youth and young adults is now a major public health concern. E-cigarette use has increased considerably in recent years, growing an astounding 900% among high school students from 2011 to 2015. U.S. Surgeon General Report: E-Cigarette Use Among Youth and Young Adults. 2016. https://e-cigarettes.surgeongeneral.gov/takeaction.html
Mariposa Youth Tobacco Use Mariposa Youth Ever Tobacco Use California Healthy Kids Survey 9 th Grade 10 th Grade 11 th Grade 12 th Grade Ever Smoked a whole cigarette 28 % 20 % 23 % 22 % Ever Tried Smokeless Tobacco 28 % 30 % 29 % 29 % Ever Used Electronic cigarettes or other Vaping device 38 % 32 % 44 % 45 % Mariposa Youth Current Tobacco Use California Healthy Kids Survey 9 th Grade 10 th Grade 11 th Grade 12 th Grade Cigarettes 13 % 5 % 9 % 11 % Smokeless Tobacco 18 % 14 % 6 % 14 % Current Electronic cigarettes or other vaping device 16 % 15 % 14 % 11 % California Healthy Kids Survey 2015-2016
2009 Family Smoking Prevention and Tobacco Control Act bans cigarettes with flavors, excluding menthol 2010s Manufactures alter products to qualify as little cigars. Sales of flavored cigars increase nearly 50% (2008 to 2015) 2014 E-cigarette flavors in the marketplace double from 7,764 to 15,586 in three years 2017 Delay in FDA e-cigarette regulations. Products remain on the market final regulations expected in 2022. Timeline: Flavored Tobacco
Types Flavored Tobacco Products Hookah Tobacco Chew/Dip Tobacco Cigars Menthol Cigarettes E-Liquid Vape Pod System Little Cigars Snus
Flavored Tobacco Masks the harsh taste of tobacco. 4 of 5 youth start with a flavored product. E-Cigs flavored liquid perceived as less harmful. Nicotine changes the adolescent brain during peak development; prone to addiction. Youth who vape are 3 times more likely to smoke cigarettes within a year.
JUUL The nicotine in these products can rewire an adolescent s brain, leading to years of addiction, - FDA Commissioner Scott Gottlieb, M.D.
Juul-Fast Facts 2018 Juul dubbed the iphone of vaporizers Looks like a USB flash drive, are easily concealed A single cartridge (pod) has as much nicotine as a pack of cigarettes Juul commands over 55% of the e-cigarette market $224 million in sales in 1 fiscal year Flavors: Crème Brulee, Mango, and Cool Cucumber 63% of Juul users aged 15-24 don t know that the product always contains nicotine Photo Credit: Truth Initiative Photo Credit: Truth Initiative
Marketing Who is the Target Tobacco Companies use traditional media and social media to aggressively market their products: Sponsor social media celebrities to endorse their products Reach many kids through SnapChat, Instagram, and YouTube Photo Credit: VaporNation.com Photo Credit: adageindia.in
Marketing Tactics-Celebrity Then Now Photo Credit: Thrillist Photo Credit: VaporNation 11
Marketing Tactics Sex appeal Then Now Photo Credit: Vintage Ads and Stuff Photo Credit: Tobacco.Stanford.edu 12
Marketing Tactics-Masculinity Then Now Photo Credit: Thrillist Photo Credit: Trinkets & Trash 13
STUDY: Youth Using Alternative Tobacco Products Are More Likely to Smoke 1 Year Later Author Findings: Nonsmoking adolescents who use e-cigarettes, smokeless tobacco or tobacco water pipes are more likely to start smoking conventional cigarettes within a year. They suggest that policies such as restricting flavors in e-cigarettes and raising the age of tobacco purchasing could divert youth from becoming smokers. https://www.ucsf.edu/news/2017/12/409501/youth-using-alternative-tobacco-products-are-more-likely-smoke-1-year-later
The Tobacco Retail Environment
Countering Tobacco Tobacco Retailer Local policies and ordinances 156 jurisdictions have policies to provide additional protection* Flavor Restriction bans the sale of flavored tobacco products Minimum package size prohibits the sale of cigars/cigarillos in individual or small pack size Sales near youth populated areas prohibits tobacco retailers within a certain distance of schools, parks, etc. Advertisement limit the number and size of tobacco ads * August 2017. Includes Yolo, Modoc, Plumas and Placer counties Source: The Center for Tobacco Policy & Organizing, American Lung Association in CA
The Tobacco Retail License - local change Local governments can enact a Tobacco Retail License The license can address types of tobacco product sold The Tobacco Retail License Fee can fund enforcement of tobacco laws that will prevent sales to youth under 21. We need your input! Countering Tobacco Sales to Youth A Planning Workshop Thursday, October 4 th 10:30am 12:30pm Mariposa County Human Services Lunch is included - RSVP requested
References The Cost of Smoking in California, 2009. Max, W, etal Nicotine Tob Res. 2016 May; 18(5): 1222 1229. Published online 2015 Jul 7. doi: 10.1093/ntr/ntv123 www.publichealthlawcenter.org/topics/tobacco-control/retail-environment-and-licensure California Healthy Kids Survey, 2015-16 https://data.calschls.org/resources/mariposa_county_unified_1516_sec_grd9-12_chks.pdf Tobacco.Stanford.edu Flavorshookkids.org https://www.tobaccofreekids.org/press-releases/2018_03_27_fdalawsuit https://www.fda.gov/newsevents/newsroom/pressannouncements/ucm568923.htm Kavuluru R, Han S, Hahn EJ. On the popularity of the USB flash drive-shaped electronic cigarette Juul. Tob Control 2018 April 13 (Epub ahead of print) Huang J, Duan Z, Kwok J, et al. Tob Control Epub ahead of print: [please include Day Month Year]. doi:10.1136/ tobaccocontrol-2018-054382 Journal of Health Psychology Vol 23, Issue 4, pp. 550 560 First Published February 1, 2017 https://doi.org/10.1177/1359105317693912 Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults attitudes towards e-cigarettes and smoking intentions Joe Phua, Seunga Venus Jin, and Jung Min Hahm Shannon Lea Watkins, Stanton A. Glantz, Benjamin W. Chaffee. Association of Non-cigarette Tobacco Product Use With Future Cigarette Smoking Among Youth in the Population Assessment of Tobacco and Health (PATH) Study, 2013-2015. JAMA Pediatr. Published online January 02, 2018. doi:10.1001/jamapediatrics.2017.4173. Trinkets and Trash: Artifacts of the Tobacco Epidemic. Marketing Smokeless Tobacco: Moist Snuff, Snus, Dissolvables. Available at: http://www.trinketsandtrash. org/dissolvables/. Accessed June 2012. Rutgers School of Public Health Exposure to Electronic Cigarette Advertising Among Middle and High School Students United States, 2014 2016 Kristy Marynak, MPP1; Andrea Gentzke, PhD1; Teresa W. Wang, PhD1; Linda Neff, PhD1; Brian A. King, PhD1 -MMWR / March 16, 2018 / Vol. 67 / No. 10 Williett JG, Bennett M, Hair EC, et al Recognition, use and perceptions of JUUL among youth and young adults Tobacco ControlPublished Online First: 18 April 2018. doi: 10.1136/tobaccocontrol-2018-054273 Local Tobacco Polices in the Retail Enviroment. August 2017 https://center4tobaccopolicy.org/wp-content/uploads/2017/08/local- Tobacco-Policies-in-the-Retail-Environment-2017-08.pdf
Thank you! Kim Keith Program Coordinator kkeith@mariposacounty.org Ginnie Day, MPH, CHES Public Health Educator gday@mariposacounty.org Mariposa County Health Department 209-966-3689 www.mariposacounty.org/tobaccoeducation