California young adults are facing a growing nicotine vape addiction crisis, and the state is now fighting back with a bold new public health effort. If you or someone you love is between 18 and 24, this campaign was made with you in mind.
The California Department of Public Health (CDPH) launched “Not Your Lab Rat,” a statewide campaign designed to educate young adults about the dangers of modern nicotine products, prevent new users from starting, and motivate current users to quit.
The campaign is funded with $5.2 million from California’s share of a multistate legal settlement with JUUL Labs.
Why Vape Addiction Is a Growing Problem in California
California’s young adults are vaping at more than twice the rate of the general adult population. That statistic alone tells a serious story, but the problem goes deeper than frequency of use.
About 25% of nicotine users in the state report using more than one nicotine product at a time, a pattern known as “poly-nicotine” use.
This makes addiction harder to break and treatment more complex. Modern vapes and nicotine pouches can contain much higher levels of nicotine than traditional cigarettes, which means today’s products can hook users faster and more intensely.
Understanding Nicotine Vape Addiction
Nicotine is one of the most addictive substances known. When someone uses a vape or nicotine pouch regularly, their brain begins to depend on nicotine to feel normal. Over time, stopping causes withdrawal symptoms, irritability, anxiety, trouble concentrating and intense cravings.
Nicotine causes wide-ranging health effects, from harming the developing brain and cardiovascular system to deepening depression and amplifying anxiety disorder and other mental health challenges.
Common signs of nicotine vape addiction include:
- Needing to vape first thing in the morning
- Feeling anxious or irritable when you can’t vape
- Vaping more than you intended or trying to cut back without success
- Continuing to vape despite noticing health or mental health changes
- Using multiple nicotine products to get enough nicotine
Nicotine creates a harmful cycle, young people may turn to it for stress relief, but actually experience worsening mental health outcomes over time.
What the “Not Your Lab Rat” Campaign Is Doing
The campaign highlights the mental health risks of nicotine use, especially as young adults face higher rates of anxiety, depression, and isolation.
It targets Californians ages 18–24 through TV, streaming services, social media, radio and college campuses.
The campaign includes two key messages. “Your Body, Their Experiment” focuses on known health risks already linked to vaping, such as lung scarring, stroke and worsening depressive disorder.
“Upper Decky” addresses nicotine pouches and the fact that many long-term health risks are still unknown because these products entered the market before their effects were fully studied.
The campaign was funded through California’s share of a $462 million multistate settlement with JUUL Labs, which was accused of targeting young people through marketing and violating state laws on minors’ privacy and advertising.
Finding Addiction Treatment in California
Recognizing the signs of nicotine vape addiction is the first step. The next step is getting help.
California provides free quitting resources through Kick It California, which offers a free quit app, text-based support, and counseling to help manage cravings, build a quitting plan, and stay nicotine-free.
For those whose nicotine use has escalated alongside other substance use, or who are struggling with addiction to other drugs or alcohol, professional treatment may be the right path.
Addiction treatment centers in California offer programs tailored to young adults, including outpatient counseling, behavioral therapy and dual-diagnosis care for co-occurring mental health issues like anxiety or depression.
Addictions.com lists verified rehab treatment centers across California. Call
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