Helping Reduce Underage Tobacco Use

Kids should not smoke, vape or use any tobacco products. It's a goal we share with public health, policy makers, parents, youth-serving organizations and many others who care about young people making healthy decisions.
As the nation's leading tobacco companies, we have an important role in reducing underage tobacco use. For more than two decades, Altria's tobacco companies have made significant investments to prevent kids from using tobacco. These efforts include:​
  • supporting programs and organizations that positively influence kids and their decision not to engage in risky behaviors like tobacco use;
  • providing parents with tools to help them raise kids who don't use tobacco;
  • supporting trade programs, retailer training and legislative efforts that help prevent underage access to tobacco products; and
  • taking steps designed to limit reach of their brands and marketing materials to unintended audiences.
Today, underage use of conventional tobacco products is at the lowest levels in a generation. Retailers are more effective at keeping tobacco products out of kids' hands. And the Food and Drug Administration (FDA) regulation covers nearly every aspect of how tobacco products are manufactured, marketed and sold.​
However, the significant rise in youth use of e-vapor threatens to undermine the hard-fought gains made in preventing underage use of conventional tobacco products. Tobacco manufacturers, regulators and policy-makers must immediately do more to reverse this trend. We support the FDA's commitment to leverage its authority and resources to take additional steps to address these new, emerging issues associated with underage use, while continuing the progress that's been made on traditional products.
​Altria is committed to being part of the solution. In addition to our long-standing efforts, we're advocating for legislation to raise the minimum age for all tobacco products to 21. We believe this is the most effective step available to reverse rising underage e-vapor rates. Data shows that youth under 18 get tobacco products – including e-vapor – primarily through social sources, like friends or siblings who are 18 or older. Approximately 80 percent of high school students in the U.S. turn 18 years old before they graduate. By raising the minimum age to 21, no high school student should be able to purchase tobacco products legally.​
We also encourage FDA to take action industry-wide, specifically in the form of banning retail and vape store sales of all non-traditional flavors until the youth issue is addressed, such as by the use of advanced age verification technology or pre-market authorization. For its part, JUUL has stopped shipment of all non-traditional flavored products – that is, flavors other than tobacco, menthol and mint – to retail outlets, offering them only online to consumers 21+ with enhanced age verification processes. 
Additionally, in February 2019 we announced our planned investment of an additional $100 million over two years, beyond our current investments in underage tobacco prevention, to help address youth e-vapor use. We are working with stakeholders, including the FDA, to determine how best to allocate these resources to complement existing efforts toward the goal of preventing youth tobacco use.
​​​As we take additional steps to reduce youth vaping, addressing underage use of traditional tobacco products remains our priority. And the most important way we can make sure kids don’t use any tobacco products ​is to limit access and appeal.​
Our approach is guided by positive youth development theory, which teaches that emphasizing protective factors in kids' lives – such as positive relationships and activities – and reducing risk factors, helps kids make healthy decisions and resist a broad range of risky behaviors, including tobacco use.​
Success 360​​°​
Through our Success360°​ initiative, Altria's tobacco companies invest in leading youth-serving organizations such as 4-H, Big Brothers Big Sisters, Boys & Girls Clubs, Communities in Schools and The First Tee​. Collectively, our partners reach more than 17 million kids with a range of programs, including mentoring, proven effective adolescent substance abuse preven​tion and tobacco cessation programs.​​

Underage Access Prevention at Retail​​​​
Our companies' retail programs include several requirements and financial incentives to help prevent underage access to tobacco ​products. The requirements include teaching store clerks how to check IDs and placing We Card® or equivalent signs in their stores. We also fund We Card, an organization that provides retailer training and resources to help prevent underage access. Retailers participating in our programs and their employees can access free We Card training through our retail trade website.​​
With our support, We Card has trained hundreds of thousands of retail employees and distributed millions of education and training materials.
Our tobacco companies also support programs and legislative efforts to prevent underage access to tobacco products at retail.​