Nearly 70% of young people say they want to quit nicotine this year. But as the market rapidly evolves, quitting is becoming more complicated.
Hosts Mark Masselli and Margaret Flinter speak with Kathy Crosby, President and CEO of the Truth Initiative, about a growing disconnect between regulation and reality in the e-cigarette market and what it means for youth addiction.
New data highlighted in the conversation underscores the scale of the issue:
- Between 2017 and 2022, disposable e-cigarettes nearly tripled in
nicotine strength; - Quintupled in e-liquid capacity; and
- Dropped in price by almost 70%.
At the same time, Crosby explains that the vast majority of these products do not have FDA authorization, making their presence on store shelves illegal. Yet they remain widely available.
“I would say, you know, as wonderful a job as the public health groups have done in driving down smoking, the industry continues to innovate in a way that's very appealing to youth,” Crosby says, pointing to flavored products, “smart” vapes with screens and gaming features, and social media influence as key drivers of continued use. This episode includes the latest examples of Truth’s bold ads that aim to help young people quit vaping.
Mental Health’s Role in Quitting Vapes
Crosby notes that mental health is now a central factor, especially among younger users. That insight is shaping how cessation efforts are designed. Truth Initiative’s evidence-based programs focus on meeting people where they are, combining behavioral support and clinical approaches to help users break the cycle of addiction. As Crosby puts it, “We are all day, every day behavior change to help people live healthier lives.” She explains their free EX Program to quit smoking, vaping, and other tobacco.
Click now for the full conversation:
