Wisconsin Underage Tobacco and Vape Sales Decreased in 2024

The Wisconsin Department of Health Services (DHS) reports a decrease in the rate at which tobacco and vape retailers sold to underage consumers last year, with annual data showing a decline from 13.6% in 2023 to 11.8% in 2024. These results come from the Synar Survey, an annual statewide assessment of the retailer violation rate. In 2019, the rate was 5.5% and reached its highest point in 2021 when the rate was 14.1%.

“We are glad to see a decline in overall sales of tobacco and vape products to underage kids, yet the rate remains too high,” said State Health Officer Paula Tran. “We know that more than 80% of adult smokers started before the age of 18, and about 95% of them before turning 21. This is why it is so important to continue the work to prevent young people from starting to use commercial tobacco and nicotine products to protect their health today and long into the future.”

The most recent Synar Surveys have monitored sales to those under age 21. This aligns with a change in the federal law that raised the federal legal tobacco sales age from 18 to 21 at the end of 2019. Wisconsin remains one of only eight states that has not changed its state law to match the federal law, which has caused confusion and enforcement challenges statewide.

In response, DHS launched the statewide Tobacco 21 public awareness campaign. First introduced in 2022, the campaign reinforces the message that 21 is the minimum legal sales age for tobacco and vape products. It includes messages for both the public and tobacco and vape retailers.

The 2024 data revealed that the most underage sales took place at tobacco and vape shops. These outlets sold to underage consumers at a 30% rate, higher than the rates at gas stations (11.8%) and other types of retail outlets (10.8%). The DHS Wisconsin Commercial Tobacco Prevention and Treatment Program has seen a recent uptick in local zoning ordinances that limit the number and location of these shops.

“We see more Wisconsin communities stepping up to take positive actions that protect young people in their communities,” said Vicki Huntington, section manager of the DHS Commercial Tobacco Prevention and Treatment Program. “These communities are reducing youth access to commercial tobacco products by limiting the number of tobacco retailers in proximity to schools, playgrounds, and other places young people gather.”

The 2024 Synar Survey also included the following data points:

• The rate of overall underage sales to males was 14.4% and the rate of overall underage sales to females was 9.8%.
• Underage males were most often sold e-cigarettes (17.9% of completed sales). Underage females were most often sold cigarillos (15.7% of completed sales).

“The data here tell us that public and retailer awareness are key, and that local actions have great impact. The data also show where we can focus to help prevent young people from accessing these harmful products, such as helping specific retailers reduce underage sales,” said Vicki Huntington, section manager of the DHS Commercial Tobacco Prevention and Treatment Program. “In addition, a regulation to move flavored cigarillos (short, narrow cigars) behind the counter like other tobacco, vape, and pouch products would make a very positive impact on the health of Wisconsin’s youth.”

Free training to help retailers comply with the Tobacco 21 sales law is available at witobaccocheck.org. Retailers can also order free materials on the Tobacco 21 webpage. Wisconsinites who want to learn more about quitting commercial tobacco and e-cigarettes can visit WIQuit.org or call 1-800-QUIT-NOW or text “READY” to 34191 for free assistance, including free nicotine replacement therapy if medically eligible.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.