For immediate release from CDPH.
Contact: media@cdph.ca.gov
New statewide campaign targets rising nicotine addiction and its growing impact on young adults’ mental health
What You Need to Know: California is launching the “Not Your Lab Rat” campaign to combat nicotine use among young adults. The campaign uses $5.2 million from California’s portion of a multistate settlement with Juul Labs, Inc., and will educate young adults about the increased dangers of modern nicotine products.
SACRAMENTO – The California Department of Public Health (CDPH) today launched “Not Your Lab Rat,” a bold statewide campaign designed to educate young adults about the dangers of modern nicotine products, prevent initiation, and motivate quitting among California’s highest-risk population for nicotine addiction.
“The tobacco and nicotine industry wants young adults to believe their products help with stress and anxiety, but the science shows the opposite – it deepens depression and amplifies mental health struggles,” said Dr. Erica Pan, CDPH Director and State Public Health Officer. “This campaign will help young people recognize these dangerous and manipulative tactics and empower them to make healthy decisions that don’t involve nicotine.”
Why This Matters
Nicotine is considered one of the most addictive substances and causes adverse health effects ranging from damaging the developing brain and the cardiovascular system to deepening depression and amplifying anxiety and other mental health challenges. California’s young adults are experiencing persistently high nicotine vape addiction, vaping at more than twice the rate of the general adult population.
Many of California’s young adults are also “poly nicotine” users, with nearly 25% of nicotine users reporting use of more than one product. Modern nicotine products like vapes and nicotine pouches contain substantially higher nicotine levels than cigarettes or older products. “Not Your Lab Rat” was developed to increase young adults’ knowledge about the health dangers of using these nicotine products, shift attitudes and perceptions about nicotine, and motivate those who use to quit.
Funded By Past Successes
The “Not Your Lab Rat” campaign is funded through California’s portion of a $462 million multistate settlement with Juul Labs, which resolved lawsuits alleging the company violated state laws by targeting young people through its advertising and promotional campaigns. The lawsuit also accused JUUL of violating state laws on minors’ privacy, unfair competition, and false advertising.
“The JUUL settlement represents more than financial accountability. It’s an opportunity to protect California’s young people from the very tactics that got them addicted in the first place,” said California Attorney General Rob Bonta. “By directing funds from the JUUL settlement toward this prevention and cessation campaign, we’re turning predatory marketing against young people into a powerful tool for education and prevention.”
About The Campaign
“Not Your Lab Rat” launches today and will run through the end of December 2026. The campaign was designed to meet young adults, aged 18-24, in spaces they already frequent, including TV, streaming platforms, video, radio, out-of-home advertising, social media, and college campuses.
The campaign highlights nicotine’s impact on mental health, especially as young adults face unprecedented rates of anxiety, depression, and feelings of isolation. Nicotine use deepens depression and amplifies anxiety and other mental health challenges, creating a harmful cycle where young people turn to nicotine for stress relief, but experience worsened mental health outcomes.
The campaign features two primary creative executions. “Your Body, Their Experiment” examines health risks already associated with vape use, such as lung scarring, stroke, or deeper depression. “Upper Decky” focuses on nicotine pouches and highlights that most health risks remain unknown because these products entered the market before their effects were understood.
CDPH Guidance for the Public:
- Access free resources to quit nicotine. California provides quitting resources through Kick It California, which offers a free quit app, text-based support, and counseling. Young people can receive personalized support to manage cravings, build quitting plans, and stay nicotine-free.
- Seek mental health support when needed. Young adults can access confidential mental health services through the 988 Suicide and Crisis Lifeline or the Soluna app.
Resources for more Information:
