Last Updated on September 15, 2025 by Brenda

Your kids are being targeted. It’s a harsh truth, but the reality is, Big Tobacco has found new, insidious ways to hook the next generation on nicotine. This isn’t your parents’ cigarette problem; it’s a stealthy, sophisticated battle happening right now in our middle and high schools.

On a recent powerful episode of Health IQ, we tackled this head-on with two incredible guests: Andrea McNeely from No Minor Sale, who dedicates her work to this fight, and a truly insightful voice, Alyse Jasper, a student from Tucumcari High School and a youth advocate. Together, they shed light on the alarming reality.

The New Face of Addiction: Designed to Deceive

The days of obvious cigarette packs are largely gone. Now, the danger comes disguised. As Alice bravely shared from her observations at Tucumcari High, vapes are being designed to look like everyday school supplies. Imagine pens that write, highlighters, USBs, even the strings of hoodies, smartwatches, or phone cases – all concealing highly addictive nicotine devices. This strategic concealment allows youth to use them “throughout the day — at school, at work, wherever,” leading to rapid and intense addiction.

This isn’t by accident. As Andrea explained, these products are highly unregulated by the FDA, allowing manufacturers to put “pretty much whatever they want into vapes”. This includes a shocking array of chemicals, carcinogens, and heavy metals.

Beyond “Water Vapor”: The Real Health Costs

The dangerous myth persists that vaping is a harmless alternative. This couldn’t be further from the truth. Our guests highlighted that these products deliver far more than water vapor. They contain substances like propylene glycol (used in fog machines), vegetable glycerin, lead, nickel, tin, formaldehyde, and even alkaline – a chemical used to kill weeds!

For young, developing lungs, this is devastating. Vaping causes lung damage, impacting the tiny air sacs (alveoli), making breathing difficult, and potentially leading to chronic conditions like bronchitis and emphysema. And it’s not just lungs; nicotine addiction in developing brains (up to age 25!) can lead to cognitive issues, worsen anxiety, and increase depression.

Why Our Youth Are “Replacement Users”

The cold, hard truth is that Big Tobacco sees our youth as “replacement users”. As older generations succumb to tobacco-related illnesses, new customers are needed. That’s why these products are designed to be so appealing, with flavors like fruit, candy, and mint making up 88% of youth e-cigarette use.

Taking Action: Empowering Our Community

The fight is critical, but we’re not powerless.

No Minor Sale is actively working to educate retailers about licensing and the legal age of 21 for nicotine sales.

Parents: Understand the risks, talk openly with your children, and be a positive role model. Andrea emphasized that it’s “about being understanding that this is one of the most challenging things you’ll face when trying to quit”.

Support is Available: For youth aged 13-26, the Living Free program connects them with a quit coach. Teens can text VAPE FREE to 873373 for free, confidential support through texting.

This isn’t a problem we can ignore. It requires our collective awareness and action. Listen to the full Health IQ episode to gain a deeper understanding and arm yourself with the knowledge needed to protect the health and future of our community’s youth.

Listen to the complete episode here: The Battle Against Big Tobacco