The Current State of Youth Nicotine Use
The landscape of youth nicotine use in Canada is shifting rapidly. While traditional tobacco use has declined significantly, new nicotine products like e-cigarettes and nicotine pouches have surged in popularity among young people, creating unique challenges for parents, educators, and policymakers.
In Canada, 30% of youth aged 15-19 report having tried vaping, with over 13% vaping regularly, according to the 2022 Canadian Tobacco and Nicotine Survey. With these products marketed and designed to appeal to youth, it's more critical than ever to understand their influence and the regulatory gaps that allow them to reach young Canadians.
Marketing Strategies and Easy Access to Nicotine Products
Nicotine products have a lengthy record of being marketed as lifestyle accessories, subtly positioned to appeal to youth rather than as tools for cessation.
In Canada, marketing strategies have taken advantage of regulatory gaps, allowing companies to promote these products as trendy, youthful, and safe while making them widely available.
Until recently, nicotine pouches, a rising star in the nicotine world, were sold without any significant restrictions on advertising or sales to youth. This allowed them to gain a strong foothold in the youth market, a troubling trend given that these products are highly addictive.
Disposable vapes are another concern. Sold in flavours like mango, mint, and candy, these products flood the market, the majority from overseas, with enticing options that appeal to younger users. Many of these disposable devices are sold online with little to no age verification, making it easy for teens to bypass restrictions. For example, a recent report from the Truth Initiative highlights that 76% of online vape shops allow customers to reach the checkout page without proper age confirmation, and many offer discreet deliveries that don't reveal their contents.
The Appeal of Vapes to Youth
A mix of accessibility, peer influence, and therapeutic misconceptions drives the appeal of these products to young Canadians.
According to the 2022 Canadian Tobacco and Nicotine Survey, common reasons for vaping among youth include stress reduction (30.5%), curiosity (27%), and simple enjoyment (22.9%). Social pressures and curiosity about these products encourage many youths to experiment, even if they don’t fully understand the risks associated with nicotine addiction.
Flavour options play a major role in youth interest. Among youth aged 15-19 who vape, 63% prefer fruit-flavoured e-liquids, which creates an image of vaping as a fun, harmless activity rather than a serious health risk. Additionally, research has shown that teens with disposable income are more likely to vape, indicating that affordability and purchasing power are significant factors in vaping uptake.
Peer influence further fuels access and normalization. Nearly half of young users obtain vaping devices from friends or family members, which creates a supply chain that even strict regulations may struggle to disrupt.
Nicotine Pouches: The New Frontier of Youth Nicotine Use
Nicotine pouches have quickly become popular among youth, partly due to their discreet nature and the lack of odour or vapour, which allows users to hide their use more easily. Designed to be placed inside the mouth without producing smoke or vapour, they are nearly invisible in settings like schools or public spaces.
Notably, only 1 in 4 adults can identify a nicotine pouch without its packaging, which can prevent parents and teachers from recognizing when youth are using these products.
The popularity of these products is no secret, either. For example, Philip Morris International’s brand Zyn has seen record growth in the U.S., driven largely by younger users who find these products appealing.
Canada’s Regulatory Response: Progress and Gaps
In response to the rise of youth nicotine use, the Canadian government have made some progress in regulation. Health Canada has capped the maximum nicotine concentration in e-liquids at 20 mg/ml and banned certain flavours to reduce appeal to youth. Additionally, some provinces have implemented their own restrictions, including banning the sale of most flavoured vapes altogether.
However, regulatory efforts have been uneven and slow, which has allowed new products to penetrate the market.
Nicotine pouches initially faced few regulations, allowing them to flourish with minimal oversight. These products were sold in convenience stores and online, making them easily accessible to young people. Recent changes have restricted their sale to pharmacies. Still, given the rapid adoption of these products among youth, plus the ease of which they can be purchased online, it remains to be seen whether these restrictions will effectively reduce youth access and use.
This lag in regulation, coupled with challenges in restricting online sales, creates an environment where youth can easily access and use nicotine products. A proactive approach, rather than reactive measures, could help close these gaps and protect Canadian youth from nicotine addiction.
What Parents, Educators, and Policymakers Can Do
The rise in youth nicotine use is a public health concern that requires a collective effort from parents, educators, and policymakers. Awareness is a critical first step: parents and teachers must familiarize themselves with these products and the tactics used by tobacco and vape companies to market them. Education on what these products look like, how they are used, and the risks they pose is essential in preventing use among youth.
Related: How to Talk to Youth About Vaping
Schools and community organizations play an essential role by integrating health education about the dangers of vaping and nicotine use into their programs. Initiatives that equip students with coping strategies for stress and provide alternative activities can be effective in reducing the appeal of nicotine as a solution for stress relief. Moreover, community awareness programs can inform parents about the importance of maintaining open communication with their teens regarding the risks of nicotine.
In Manitoba, MANTRA has issued recommendations for reducing and preventing youth nicotine use. These recommendations call for stricter age restrictions, a compulsory cost recovery mechanism on tobacco manufacturers to fund youth vaping prevention and reduction efforts, and further regulatory action to curb the availability of nicotine products. Following these guidelines, along with reinforcing the responsibilities of retailers, parents, and educators, could significantly reduce the risks associated with youth nicotine use.
The Future of Youth Nicotine Regulation: Lessons from International Trends
While Canada faces challenges in regulating these emerging nicotine products, looking at international examples provides insight into possible future steps. For instance, the U.S. has seen a recent decline in youth vaping following stricter regulations on flavours, advertising, and online sales. However, the addictive nature of nicotine means that even with regulatory successes, those who continue to use these products often become dependent, which can lead to lifelong health consequences.
Countries with more stringent regulations demonstrate the potential impact of proactive legislation on youth health outcomes. As Canadian regulators move forward, adopting stricter restrictions on flavoured vaping products, increasing the age to purchase, and implementing additional restrictions on the sales and marketing of nicotine products could help reduce youth access and prevent the normalization of nicotine use.