{"id":2251,"date":"2026-04-09T00:01:36","date_gmt":"2026-04-09T00:01:36","guid":{"rendered":"https:\/\/hca.venturacounty.gov\/public-health\/?p=2251"},"modified":"2026-04-09T00:04:55","modified_gmt":"2026-04-09T00:04:55","slug":"california-combats-persistently-high-nicotine-vape-addiction-among-young-adults-with-new-statewide-campaign","status":"publish","type":"post","link":"https:\/\/hca.venturacounty.gov\/public-health\/2026\/04\/09\/california-combats-persistently-high-nicotine-vape-addiction-among-young-adults-with-new-statewide-campaign\/","title":{"rendered":"California Combats Persistently High Nicotine Vape Addiction Among Young Adults with New Statewide Campaign"},"content":{"rendered":"\t\t
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For immediate release from CDPH.<\/strong>
Contact: media@cdph.ca.gov<\/p>

New statewide campaign targets rising nicotine addiction and its growing impact on young adults\u2019 mental health<\/em><\/p>

What You Need to Know:<\/span><\/strong>\u00a0California is launching the \u201cNot Your Lab Rat\u201d campaign to combat nicotine use among young adults. The campaign uses $5.2 million from California\u2019s portion of a multistate settlement with Juul Labs, Inc., and will educate young adults about the increased dangers of modern nicotine products.\u200b\u200b\u200b\u200b\u200b<\/p>

SACRAMENTO<\/strong>\u00a0\u2013 The California Department of Public Health (CDPH) today launched \u201cNot Your Lab Rat<\/a>,\u201d a bold statewide campaign designed to educate young adults about the dangers of modern nicotine products, prevent initiation, and motivate quitting among California\u2019s highest-risk population for nicotine addiction.\u00a0\u00a0\u200b\u200b<\/p>

\u201cThe tobacco and nicotine industry wants young adults to believe their products help with stress and anxiety, but the science shows the opposite \u2013 it deepens depression and amplifies mental health struggles,\u201d said\u00a0Dr. Erica Pan, CDPH Director and State Public Health Officer<\/strong>. \u201cThis campaign will help young people recognize these dangerous and manipulative tactics and empower them to make healthy decisions that don\u2019t involve nicotine.\u201d\u00a0\u200b<\/p>

Why This Matters\u00a0<\/strong><\/p>

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\u2019s young adults are experiencing\u00a0persistently high\u00a0nicotine\u00a0vape\u00a0addiction, vaping at more than twice the rate of the general adult population.\u00a0<\/p>

Many of California\u2019s young adults are also \u201cpoly nicotine\u201d users, with\u00a0nearly 25%\u00a0o\u200bf nicotine users reporting use of more than one product. Modern nicotine products like vapes and nicotine pouches\u00a0contain\u00a0substantially higher\u00a0nicotine levels than cigarettes or older products. \u201cNot Your Lab Rat\u201d was developed to increase young adults\u2019 knowledge about the health dangers of using these nicotine products, shift\u00a0attitudes\u00a0and\u00a0perceptions\u00a0about nicotine, and\u00a0motivate those who use to quit.\u00a0\u200b\u200b\u200b<\/p>

Funded By Past Successes\u00a0<\/strong><\/p>

The \u201cNot Your Lab Rat\u201d campaign is funded through California\u2019s\u00a0portion\u00a0of 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\u00a0of violating state laws on minors\u2019 privacy, unfair competition,\u00a0and false advertising.\u00a0\u200b<\/p>

\u201cThe JUUL settlement represents more than financial accountability.\u00a0It\u2019s\u00a0an opportunity to protect California\u2019s young people from the very tactics that got them addicted in the first place,\u201d said\u00a0California Attorney General Rob Bonta<\/span><\/strong>. \u201cBy directing funds from the JUUL settlement toward this prevention and cessation campaign, we\u2019re turning predatory marketing against young people into a powerful tool for education and prevention.\u201d\u00a0<\/p>

About The Campaign\u00a0<\/strong><\/p>

\u201cNot Your Lab Rat\u201d 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.\u00a0<\/p>

The campaign highlights nicotine\u2019s 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.\u00a0\u200b<\/p>

The campaign features two primary creative executions. \u201cYour Body, Their Experiment\u201d examines health risks already associated with vape use, such as lung scarring, stroke, or deeper depression. \u201cUpper\u00a0Decky\u201d focuses on nicotine pouches and highlights that most health risks\u00a0remain\u00a0unknown because these products entered the market before their effects were understood.\u00a0\u200b<\/p>

CDPH Guidance for the Public:\u00a0\u00a0<\/strong><\/p>