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  1. Youth and Tobacco

FDA's Youth Tobacco Prevention Plan

Diverse teens

FDA's Youth Tobacco Prevention Plan—a key component of the agency's Comprehensive Plan for Tobacco and Nicotine Regulation—is a series of actions to stop youth use of tobacco products, especially e-cigarettes, with special focus on three key areas:

  • Preventing youth access to tobacco products
  • Curbing marketing of tobacco products aimed at youth; and
  • Educating teens about the dangers of using any tobacco product, including e-cigarettes, as well as educating retailers about their key role in protecting youth 


FDA's enforcement actions and youth education efforts designed to protect kids from the harms of e-cigarettes include:


Handing identification over to clerk

Conducting more than 1 million retail inspections

Keeping individual retail locations and corporate retailers accountable for sales to minors.

Pursuing No Tobacco Sales Orders to Retail Locations

Barring retail locations that repeatedly sell to minors from selling tobacco products for a period of time.

Taking actions on flavored tobacco Products

Unveiling steps to prevent youth access.

Addressing epidemic of youth e-cigarette use

Taking action against 1,300+ retailers and 5 major manufacturers for their roles perpetuating youth access.

Warning retailers for selling e-cigarettes to minors

Taking action against retailers for selling tobacco products to minors.


Marketing Letters

Prioritizing enforcement against products with youth appeal

Finalizing policy prioritizing enforcement against certain unauthorized flavored cartridge-based e-cigarettes that appeal to children

Protecting children from e-liquid dangers

Warning companies selling misleadingly labeled and/or advertised e-liquids resembling kid-friendly food products.

Requiring manufacturers to provide critical information

Sending several information requests related to JUUL and other e-cigarette products.


A nicotine free vape is not a worry free vape

Educating youth on dangers of e-cigarette use

Joining forces with Scholastic to provide e-cigarette prevention information in English and Spanish to middle and high school educators.

Developing resources for youth about the dangers of e-cigarettes for public health groups to share.

Expanding "The Real Cost" campaign

Expanding our award-winning youth tobacco prevention campaign, "The Real Cost" to help ensure teens understand the risks of e-cigarettes.

Helping retailers comply with age restrictions

Launching a retailer education effort, "This is Our Watch."

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