TOBACCO-FREE CNY, AUGUST 25, 2026 – As a new school year begins, parents and students have plenty on their minds. With backpacks packed, children head off to school while parents think about their safety. But there is one risk that goes unnoticed: the tobacco marketing children encounter near everyday places, including their routes to and from school.
For years, the tobacco industry has strategically marketed its products where youth spend their time. Retail stores such as gas stations and convenience stores remain one of the industry’s main marketing channels. These stores display tobacco advertisements, price promotions, and flavored products in hopes they can attract new younger buyers, this is referred to as point-of sale-marketing. Unfortunately, this strategy has been effective. Nearly 9 out of 10 adults who smoke cigarettes daily first tried smoking before age 18.
Beyond marketing, the number and concentration of tobacco retailers in a community can increase youth exposure to these messages. Communities with more tobacco retailers expose youth to more tobacco marketing during everyday trips and commutes to school. Research shows that youth are especially vulnerable to point-of-sale advertising, making them more likely to experiment with tobacco products.
Although youth cigarette smoking remains at historic lows, there are new challenges. E-cigarettes are still the most commonly used tobacco product among youth. Approximately 17% of New York middle and high school students reporting current tobacco use. Health experts are also raising concerns about the return of smoking imagery in media. A 2020 Truth Initiative study found that seeing tobacco imagery in media can triple the likelihood that a young person will start using e-cigarettes.
As smoking becomes more visible in entertainment and online media, decades of progress toward de-normalizing tobacco use could begin to fade. This trend appears to already be taking hold. In 2024, approximately one in five middle and high school students who had never smoked reported being open to trying cigarettes. While being open to trying cigarettes does not mean youth will smoke, it can increase the likelihood they may start in the future. Coupled with continued exposure to tobacco marketing, these trends highlight why reducing youth exposure remains critical.
Parents do everything they can to protect their children’s health and well-being. With research showing increased visibility and vulnerability, communities play a vital role in creating healthier environments for youth. By working together, we can reduce their exposure to tobacco marketing. Evidence-based policies such as tobacco retail licensing can reduce tobacco retailer density and help create healthier communities. Tobacco-Free CNY works with municipalities to explore these policy solutions and support adoption. As another school year begins, let’s continue working together to ensure every child’s route to school promotes health, not addiction. If your community is interested in learning more about tobacco retail policies, please contact Tobacco-Free CNY.