Underage sales of tobacco and vaping products have risen sharply in Wisconsin, putting millions in federal funding at risk if the trend continues.
According to the Wisconsin Department of Health Services (DHS), underage tobacco and vape sales increased to 13.6% in 2023, up from 11.9% in 2022. These statistics come from the annual statewide Synar Survey assessing retailer violation rates for underage tobacco sales, including e-cigarettes.
In 2019, Wisconsin’s underage sale rate stood at just 5.5%. But it has climbed steeply since, hitting a high of 14.1% in 2021. On average, underage tobacco and vape sales have surged over 140% since 2019 in the state.
“Every year in Wisconsin, tobacco and nicotine products lead to 7,900 deaths, over $3 billion in healthcare costs, and more than $5.6 billion in lost productivity,” said incoming DHS Secretary Kirsten Johnson. “Nearly all tobacco and nicotine addiction starts in the teens and young adulthood. If a person doesn’t start by age 25, they almost never will. This data shows we must continue efforts to prevent youth from using these harmful products.”
Prior to COVID-19, the Synar Survey tracked under 18 tobacco and vape sales. But the last three surveys monitored under 21 sales, following a 2019 federal law that raised the tobacco age from 18 to 21. Wisconsin remains one of just eight states that hasn’t updated its state law to match federal policy. This has created compliance confusion and enforcement issues.
In February 2023, DHS launched an awareness campaign reinforcing that 21 is the legal sales age for tobacco and vapes in Wisconsin. The “Tobacco 21” campaign targets both the public and retailers. It aims to save lives while also protecting state funding, which faces cuts if underage sales top 20%.
“We thank the majority of retailers who follow federal law to protect youth,” said State Health Officer Paula Tran. “Preventing underage sales isn’t just required – it’s the right thing to do. Stopping youth access to tobacco and nicotine can prevent lifelong addiction and save lives.”
Advocates hope updated state legislation and strengthened enforcement may help reverse the trend. But Wisconsin faces an uphill battle as vaping rates among high schoolers reached 27% in 2022.
With tobacco use still the leading preventable cause of death, curbing youth access remains critical. Ongoing education and compliance efforts provide the best strategy for reducing underage sales and protecting Wisconsin’s youth from tobacco and nicotine’s harms.
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