Summary

Montana’s youth vaping rates have surged nearly 200% over the past decade, and young adults remain a major target for nicotine products disguised with sleek designs, sugary flavors, and aggressive social media promotion. With most adult smokers starting before age 18, the tobacco industry’s focus on young people is no accident — it’s a strategy.

World No Tobacco Day: Unmasking Big Tobacco

May 31 marks World No Tobacco Day, a global campaign dedicated to raising awareness about the dangers of tobacco use and the tactics used by the tobacco industry to keep people addicted.

The Flip Side of Success

A recent study published in the New England Journal of Medicine found that 2024 was the first year that cigarette smoking prevalence in the United States dropped below 10%!1 While this represents a major public health achievement, there is still important work to do.

Tobacco remains the leading cause of preventable death in the United States, causing more deaths than alcohol, illegal drugs, car crashes, HIV/AIDS, and firearms combined. In Montana, more than one-quarter of adults currently report using at least one tobacco product. 2

As cigarette smoking rates have declined, tobacco companies have shifted their focus toward shiny new toys, particularly e-cigarettes. Unfortunately, many young people and vulnerable populations are being targeted by aggressive marketing tactics designed to create lifelong customers.

Recent Federal Decisions Raise Concerns

This month, the tobacco industry saw several significant wins at the federal level.

On May 5, 2026, the FDA authorized a company called Glas to market four flavored e-cigarette products — the first flavored e-cigarettes approved other than menthol or tobacco flavors. 3 These products were approved because they include Device Access Restriction (DAR) technology intended to limit youth access.

Public health experts remain concerned about the authorization of flavored products because flavored e-cigarettes are strongly linked to youth initiation. More than 92% of youth and young adults who have used e-cigarettes reported that their first product was flavored. 4

Additionally, the FDA recently announced it would scale back enforcement efforts against some unauthorized e-cigarette sales while products await review. 5 Public health advocates worry this decision could allow large tobacco companies to continue flooding the market with flavored products that appeal to youth consumers.

E-Cigarette Use in Montana

E-cigarette use among Montana youth has increased dramatically over the past decade. In 2024, approximately 24% of Montana high school students reported current e-cigarette use, nearly a 200% increase since 2015. 6,7,8 Montana now ranks among the states with the highest rates of youth vaping in the nation.

Among adults, traditional cigarettes remain more commonly used, but e-cigarette use is also rising. Nearly one-third of Montana adults ages 18–24 currently report using e-cigarettes.

Many young people may see vaping as a harmless or trendy choice. However, the bright packaging, candy-like flavors, and social media marketing surrounding these products are carefully designed to attract young users. Nicotine can alter brain development in adolescents and young adults, increasing the likelihood of long-term addiction. The truth is that the choice is out of their hands.

More than 90% of adult cigarette smokers began using tobacco before age 18. Tobacco companies understand this and that is exactly why their marketing strategies continue to

focus heavily on young people. 9

The Good News: We Have Your Back!

If the unmasking of big tobacco has pushed you to reclaim your power of choice, we have your back! If you or someone you know wants to quit tobacco or nicotine products, FREE resources are available to help.

 

My Life, My Quit (for youth under 18)

This free program is designed specifically for teens who want to quit vaping or smoking. Participants receive personalized support, stress-management tools, and coaching at their own pace.

  • Call: 1-855-891-9989
  • Visit: MyLifeMyQuit.com

 

Quit Now Montana

Adults can access free quit support, including counseling and quit-planning resources.

  • Call: 1-800-QUIT-NOW
  • Visit: QuitNowMontana.com

 

American Indian Commercial Tobacco Quit Line

Specialized quit support is also available for American Indian communities.

  • Call: 1-855-5AI-QUIT
  • Visit: MTAmericanIndianQuitLine.com

For additional local tobacco prevention resources, visit the Healthy Gallatin website.

 

References

  1. Agaku, I. (2026). Tobacco Product Use among U.S. Adults, 2023–2024. NEJM Evidence, 5(4), EVIDpha2500339. https://doi.org/10.1056/EVIDpha2500339
  2. Data Brief: Adult tobacco use in Montana. (n.d.). Retrieved May 27, 2026, from https://dphhs.mt.gov/assets/publichealth/Tobacco/DataBrief_AdultTobaccoUse_2024_BRFSS_FINAL.pdf
  3. Commissioner, O. of the. (2026, May 5). FDA Expands Market Access, Authorizes New ENDS Products. FDA. https://www.fda.gov/news-events/press-announcements/fda-expands-market-access-authorizes-new-ends-products
  4. New Data Highlight Role of Flavors… | Campaign for Tobacco-Free Kids. (n.d.). Retrieved May 27, 2026, from https://www.tobaccofreekids.org/press-releases/2026_04_23_new-data-highlight-role-of-flavors-in-driving-e-cigarette-use
  5. Enforcement Priorities for Certain New Tobacco Products Marketed Without Premarket Authorization: Guidance for Industry. (n.d.). Retrieved May 27, 2026, from https://www.fda.gov/media/192403/download
  6. Montana Office for Public Instruction, Montana Youth Risk Behavior Survey, 2015 and 2023.
  7. Centers for Disease Control and Prevention (CDC). Youth Risk Behavior Survey data, 2021.
  8. Montana Behavioral Risk Factor Surveillance System, 2023.
  9. The Health Consequences of Smoking—50 Years of Progress: A Report of the Surgeon General. (n.d.). Retrieved May 27, 2026, from https://www.ncbi.nlm.nih.gov/books/NBK179276/pdf/Bookshelf_NBK179276.pdf