FDA enforcement of e-cigarette regulations is widely regarded as failing. Because e-cigarettes meet the definition of a ‘new tobacco product’, to legally market an e-cigarette in the USA, a manufacturer must submit a premarket tobacco product application (PMTA) to the FDA and receive a written marketing order. E-cigarettes that are marketed without an FDA marketing order are considered adulterated, misbranded and unlawful. The FDA has issued marketing orders authorising the legal sale of 34 e-cigarette products and devices, including four menthol-flavoured products, and has denied applications for more than 26 million products.5 But even in the absence of more FDA PMTA marketing orders, virtually any visit to a vape shop, convenience store or gas station nationwide reveals open displays of hundreds of brands of flavoured e-cigarettes. Except for the four menthol products with FDA marketing orders, every single brand of flavoured e-cigarette lacks FDA authorisation.

E-cigarette companies increasingly employ sophisticated corporate political activities (CPAs) that mirror the historical strategies of the traditional tobacco industry. This study examines the power dynamics within JUUL Labs's CPAs by applying the Temporal Three-Dimensional Power Framework to analyze both the dimensions of power and their temporal evolution. Critical Discourse Study approaches were used to analyze 82 corporate internal documents produced between 2017 and 2020 and to identify how power operates within these activities. We mapped JUUL Labs's CPAs to five strategies—displacing public health, managing reputations, influencing policy-making, manufacturing support, and shaping evidence—and performed a power analysis, leveraging three dimensions of power: visible power through lobbying and funding; hidden power via agenda-setting by mobilizing “Thought Leaders” (influencers in different areas who have expressed specific views or attitudes to the e-cigarette industry); and invisible power through ideological mobilization. We further demonstrate how these power dimensions accumulate, transform, and reconstruct over time to extend corporate influence.

Having a law that bans vaping may not be enough; it needs to be complemented with more comprehensive marketing restrictions on social media platforms and effective enforcement of bans on social media promotions from overseas.

Nixodine is a synthetic nicotine alternative marketed as a tobacco-free product, typically composed of nicotinamide (vitamin B3) and a nicotine analogue called 6-methylnicotine (6-MN). Manufactured by a company holding five U.S. patents filed between April 2024 and December 2025, Nixodine is sold in vapes and pouches as a lab-derived alkaloid designed to produce nicotine-like effects without using tobacco or traditional nicotine. The manufacturer promotes it as smoother and potentially less toxic than conventional nicotine, though these safety claims lack independent verification. Scientific researchers caution that 6-MN could prove more toxic and addictive than nicotine itself, and long-term public research remains limited. Product formulations vary across different brands and versions, creating inconsistency in strength and composition. This emerging category, alongside competing products like metatine, represents newly commercialized nicotine alternatives operating in a regulatory gray area where safety data remains incomplete and state laws continue evolving. The rapid patent activity and limited independent testing underscore the need for continued scrutiny and consumer awareness regarding these novel substances.

The tobacco and nicotine industry has significantly expanded its product portfolio to include e-cigarettes, nicotine pouches, heated tobacco devices, and nicotine strips, employing aggressive marketing tactics particularly targeting young people. Nicotine pouches—small, smokeless products like Zyn, On!, and Velo that deliver synthetic or extracted nicotine between the gum and lip—have seen explosive growth, with monthly sales increasing 269.2% nationally between January 2023 and December 2025. Despite marketing claims of reduced harm and tobacco-free formulations, these products lack independent safety verification and contain dangerously high nicotine levels that can addict developing brains. In Minnesota, 5.2% of high school students reported trying nicotine pouches as of 2023. Mint flavoring dominates the market at 58.8% of sales, with social media influencer promotion and rewards programs driving youth appeal. Nicotine strips, previously withdrawn from the market, have resurged with concerning youth misuse potential. While some states have implemented flavor restrictions, stronger federal regulations and enhanced public awareness remain critical to address these emerging public health threats affecting adolescents.

In July 2024, the European Anti-Fraud Office successfully dismantled two international tobacco trafficking organizations operating in Spain, seizing over 20 million cigarettes, 40 tonnes of tobacco, manufacturing equipment, and arresting 50 individuals across six provinces. This operation exemplifies effective cross-border coordination and months of investigative work. However, the raid underscores a persistent challenge: Operation NOXIA II in late 2025 seized 149.5 million cigarettes and 105 tonnes of tobacco, demonstrating that illicit tobacco markets remain resilient despite enforcement efforts. KPMG data reveals the troubling trajectory—illicit cigarette consumption in the EU27 reached 41.8 billion units in 2025, representing 10.3 percent of total consumption and €16.7 billion in lost tax revenue, up from 48.3 billion units (9.1 percent) in 2016 across the EU28. While enforcement has intensified, successful prosecutions alone prove insufficient; stable pricing and limited excise increases are equally critical to combating illicit tobacco trafficking.

Smoking remains a leading cause of cardiovascular disease, accounting for approximately one-third of the 8.7 million annual smoking-related deaths. The tobacco industry has developed heated tobacco products (HTPs) as purportedly less harmful alternatives to conventional cigarettes, yet HTPs still emit toxicants associated with tobacco smoke. Industry-funded studies suggest HTPs produce less detrimental cardiovascular effects than conventional cigarettes, while independent research reports more concerning findings, indicating HTPs may cause arrhythmias, arterial stiffness, and cardiovascular disease with comparable risk levels. Six independent intervention studies involving 17 to 40 conventional smokers documented significant cardiovascular alterations following HTP use, including changes in blood pressure, heart rate, and arterial stiffness. A randomized crossover trial of 40 smokers found HTPs increased inflammatory biomarkers similarly to conventional cigarettes but caused less endothelial dysfunction and arterial stiffness. Another study of 22 smokers demonstrated comparable cardiovascular impacts between HTPs and conventional cigarettes. These findings highlight discrepancies between industry and independent assessments, underscoring the need for rigorous evaluation of HTP safety claims and their true cardiovascular risk profile relative to traditional smoking.

The UK government is advancing its commitment to creating a smoke-free nation by addressing tobacco and vaping through comprehensive packaging and display regulations. The initiative reflects a shared goal across all four UK nations to protect future generations from tobacco harm and nicotine addiction while moving healthcare from treatment to prevention. Currently, 5.3 million UK adults aged 18 and over are active smokers, representing 10.6% of the population, despite declining smoking prevalence. Tobacco remains the single most preventable cause of illness and death in the UK, responsible for approximately 80,000 annual deaths and causing up to two-thirds of mortality in current smokers. The substance significantly increases risks of cancer—accounting for one in four cancer deaths in England—alongside contributing to lung cancer, premature heart disease, stroke, heart failure, and dementia. Additionally, smoking poses serious maternal and infant health risks, including elevated stillbirth and childhood asthma rates. This policy consultation on tobacco and vape packaging, appearance, and display represents a critical intervention point, leveraging product presentation regulations to reduce appeal, particularly among young people, thereby supporting broader public health objectives and reducing smoking-related healthcare burden on the NHS.

The World Health Organization and United Nations define young people as those aged 10 to 24 years, encompassing adolescents (10-19) and youth (15-24). Tobacco advertising, promotion and sponsorship (TAPS) has historically driven global tobacco consumption by portraying smoking as desirable rather than dangerous to young audiences. Research demonstrates that young people are particularly vulnerable to tobacco marketing, with exposure linked to increased likelihood of smoking initiation. Although the WHO Framework Convention on Tobacco Control (WHO FCTC) and global regulations have restricted marketing, transnational tobacco companies (TTCs) continue developing sophisticated strategies to target youth and secure future customers. As of 2024, 183 FCTC parties have implemented TAPS restrictions covering 90 percent of the global population, with some countries implementing additional measures like banning tobacco retail outlets near schools. However, TTCs circumvent these regulations through product placement, indirect advertising, diverse product portfolios, and corporate social responsibility initiatives. A 1984 R.J. Reynolds internal report explicitly acknowledged that younger smokers represent "the only source of replacement smokers." In 2022 alone, TTCs invested over eight billion US dollars in tobacco marketing in the United States, demonstrating the industry's continued commitment to youth recruitment despite regulatory constraints.

Researchers from the Keck School of Medicine of USC conducted a nationally representative survey of over 10,000 high school students and found that nicotine pouch usage nearly doubled between 2023 and 2024, rising from 3.0% to 5.4%. Nicotine pouches are small, concealed sachets placed between the gum and lip that contain nicotine and additives. The study, published in JAMA Network Open and funded partly by the National Institutes of Health, analyzed data from the Monitoring the Future survey, which has tracked adolescent substance use since 1975. Results showed increased usage across multiple metrics, including past 30-day and past 12-month consumption, as well as concurrent use with e-cigarettes. Products like Zyn have gained popularity among teens through social media influencers, despite FDA authorization targeting adults 21 and older. Organizations including the American Heart Association and Campaign for Tobacco-Free Kids have called for regulatory oversight, citing public health concerns. The rapid adolescent adoption of nicotine pouches, coupled with minimal adult usage documented in parallel research, raises significant questions about marketing practices and the necessity for stricter regulation of these emerging nicotine delivery systems.

South America has achieved notable progress in tobacco control, with adult smoking prevalence declining from 21.3% in 2010 to 16.6% in 2022 across the broader Americas, and every South American country establishing smoke-free indoor public place legislation. However, regional approaches to safer nicotine alternatives remain inconsistent and contradictory. While governments have implemented effective measures including tobacco taxation increases and graphic warning labels, several countries maintain outright prohibitions on vaping and heated-tobacco products despite their potential harm-reduction benefits, even as cigarettes remain widely accessible. National tobacco-use rates vary significantly—Chile reported 27.2% prevalence in 2023 while Brazil achieved approximately 9%—demonstrating the need for individualized assessment rather than uniform regional evaluation. Regulatory fragmentation characterizes the market, with Brazil continuing its ANVISA-enforced ban on electronic cigarettes and similar prohibitions in Argentina, Uruguay, and Venezuela, while other nations have adopted supervised regulatory frameworks permitting vapes, heated-tobacco products, and nicotine pouches under age restrictions, health warnings, and product registration requirements. Argentina's establishment of a national registry for tobacco and nicotine products scheduled for May 2026, encompassing e-cigarettes, heated-tobacco devices, and nicotine pouches with explicit focus on traceability and harm reduction, signals a potential shift toward regulated markets over prohibition-driven underground trade, raising fundamental questions about whether tobacco control should focus exclusively on nicotine elimination or enable lower-risk consumption alternatives for adults.

This qualitative research study examined how young people in Scotland perceive and engage with e-cigarette marketing on social media. Researchers conducted twenty focus groups with eighty-two participants aged eleven to sixteen in the Central Belt of Scotland, exploring their smoking and vaping behaviors, social media usage, and exposure to vaping advertisements. Participants were shown illustrative examples of social media content featuring various marketing tactics and messaging strategies. The study revealed that e-cigarette companies employ sophisticated promotional strategies including influencer and celebrity endorsements, appealing youth-oriented flavors, bright visual packaging, and emotional appeals designed specifically to attract young audiences. Social media influencers were identified as key marketing tools that portray e-cigarettes as fashionable and desirable products. While participants recognized e-cigarettes' potential as smoking cessation devices for adults, they emphasized the necessity for stronger restrictions on social media marketing to protect youth. The findings demonstrate that the e-cigarette industry employs marketing tactics similar to those historically used by the tobacco industry. These results underscore the urgent need for governments to develop and implement comprehensive policies restricting e-cigarette advertising and marketing on social media platforms.

Tobacco and e-cigarette companies have systematically targeted youth as their "replacement generation" using tactics that persist across product categories. The 2024 National Youth Tobacco Survey reveals over 1.6 million middle and high school students using e-cigarettes, the most prevalent youth tobacco product, with more than 40 percent of high school vapers using them frequently. Nicotine pouches have emerged as the second-most common tobacco product among youth, affecting nearly half a million students, with approximately 30 percent using them frequently and over 20 percent daily. Both products employ identical marketing strategies originally developed for cigarettes: appealing flavors dominate usage, with nearly 90 percent of youth vapers and over 85 percent of nicotine pouch users selecting flavored variants including fruit, candy, mint, and menthol. Industry advertising reaches over 75 percent of students through television and internet platforms, with 73 percent of social media users encountering e-cigarette content. Companies leverage celebrity endorsements and corporate sponsorships to enhance brand appeal. This strategic targeting demonstrates how modern nicotine products replicate historical tobacco playbooks, contributing to escalating youth nicotine addiction rates.

Japan Tobacco International (JTI) is a Geneva-headquartered tobacco multinational and subsidiary of Japan Tobacco Group, which is 33% government-owned by Japan. Founded in 1999 following Japan Tobacco's acquisition of RJ Reynolds' non-US operations, JTI has expanded aggressively through strategic acquisitions. The company acquired Gallaher in 2007, strengthening its European presence, and subsequently entered numerous low- and middle-income countries including Sudan, Egypt, Indonesia, and Bangladesh. In 2012, JTI acquired rolling tobacco company Gryson NV, and in 2016 purchased Natural American Spirit's international business. More recently, the 2024 acquisition of US Vector Group signals JTI's commitment to the combustible tobacco sector, with projections that cheaper cigarettes will comprise over 40% of the US market by 2027. JTI also diversified into e-cigarettes by acquiring UK-based Zandera and US-based Logic. The company maintains over one hundred brands across multiple product categories, including flagship cigarette brands Winston, Mevius, Camel, and LD, alongside rolling tobacco, e-cigarettes, snus, and cigars, positioning itself as a dominant global tobacco player.

Diacetyl, an organic compound naturally occurring in foods and created through fermentation, has become a central concern in vaping safety discussions. This buttery-flavored chemical, commonly used in the food industry for products like microwave popcorn and margarines, initially found its way into e-liquids during the vaping industry's early years when manufacturers adapted food-grade flavorings. However, the industry has substantially shifted its approach, with many modern manufacturers completely eliminating diacetyl from their formulations to prioritize inhalation safety over food-industry standards. The article comprehensively addresses whether diacetyl exists in all vape juices—answering definitively that it does not—and explores why manufacturers have moved away from this ingredient. The analysis covers related diketones like acetoin and acetyl propionyl, the importance of US-made e-liquids, and practical guidance for consumers selecting diacetyl-free products. This matters significantly because informed consumers can make safer purchasing decisions, and industry transparency regarding ingredient composition directly impacts public health perceptions of vaping products.

In April 2026, the FDA's Center for Tobacco Products held a formal listening session with IKE Tech LLC to explore innovative technological approaches to regulatory challenges in the electronic nicotine delivery systems (ENDS) market. The meeting represents a significant shift in regulatory philosophy, moving beyond traditional enforcement toward proactive solutions embedded in product design. The discussion centered on "point-of-use compliance," a concept that extends regulatory oversight beyond the initial sale throughout a product's entire lifecycle. Rather than relying solely on age verification at the point of purchase, this approach embeds compliance mechanisms directly into devices to ensure regulatory requirements are maintained with each use. This strategy addresses critical gaps in current enforcement, particularly regarding youth access to vaping products, device sharing, resale, and downstream product use. The session underscores the FDA's recognition that traditional enforcement tools are insufficient for tackling complex market challenges such as illicit products and youth access. By collaborating with technology developers like IKE Tech to leverage software and digital infrastructure innovations, the FDA is evolving its regulatory framework to match the sophistication of modern ENDS products, signaling a more integrated approach to ensuring compliance and public health protection.

The National Center for Health Research submitted a comment to the FDA supporting continuation of the National Youth Tobacco Survey (NYTS) for 2027-2029. The NYTS is a critical school-based survey collecting data from middle and high school students on tobacco and nicotine product use, including e-cigarettes, nicotine pouches, and emerging products. The organization emphasizes that as the tobacco marketplace rapidly evolves, this rigorous annual survey remains essential for identifying youth trends early, guiding prevention efforts, evaluating policy impacts, and informing FDA enforcement priorities. The NYTS collects vital information on product prevalence, youth knowledge and attitudes, access to tobacco products, exposure to industry marketing, and factors contributing to nicotine addiction initiation. Given that tobacco use remains America's leading cause of preventable death and typically begins during adolescence, comprehensive national data is crucial for policymakers, public health professionals, and researchers. The survey has previously served as an early warning system, notably documenting the youth e-cigarette epidemic and tracking emerging nicotine pouch use trends. Continued surveillance of evolving products is necessary to protect youth health and prevent addiction.

The Trump Administration halted data collection for the 2025 National Youth Tobacco Survey (NYTS) in April 2025, disrupting a CDC and FDA tobacco monitoring program that had operated since 1999. The FDA quietly released the public dataset on March 4, 2026, without accompanying analysis, a departure from historical practice of publishing detailed findings in the CDC's Morbidity and Mortality Weekly Report. This created an analytical vacuum filled by Philip Morris subsidiary Atria Client Services and Rutgers University's Center for the Assessment of Tobacco Regulations, neither providing comprehensive interpretation. An independent analysis was subsequently published in Pediatrics in June 2026, examining tobacco use trends among middle and high school students. Notably, the FDA published its own competing analysis in Nicotine and Tobacco Research, reaching similar factual conclusions but diverging sharply in their interpretation. While the independent analysis emphasized dual and poly-tobacco use patterns and their compounded health risks, the FDA maintained its assumption that noncombusted products like e-cigarettes are substantially safer than combusted cigarettes, despite growing evidence that e-cigarettes pose disease risks comparable to smoking, including lung cancer. These competing analyses underscore significant disagreements about tobacco product safety assessment and regulatory messaging to youth populations.

The FDA released its 2025 National Youth Tobacco Survey analysis in June 2026, revealing that approximately 2 million middle and high school students reported current tobacco product use. The comprehensive data demonstrates encouraging trends, with declining usage rates across all major tobacco categories, including e-cigarettes and traditional cigarettes, from 2022 through 2025. Notably, nicotine pouch consumption remained consistently low and stable during the 2024-2025 period. The FDA has made the complete dataset publicly available to researchers, public health professionals, and stakeholders, including detailed methodologies, codebooks, and questionnaires to facilitate further analysis and inform evidence-based public health initiatives.

Diacetyl is a chemical that was linked to bronchiolitis obliterans (popcorn lung) in workers who inhaled high concentrations in industrial settings. While it ...