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Virginia Takes On Youth Tobacco Use

Speakers from all around the country urged education and health professionals at the "Reducing Youth Tobacco Use Conference 2011" to maintain their efforts to reduce teen cigarettes use. The conference, subtitled "Keeping it Relevant for Kids, Teens and Young Adults," was sponsored by the Virginia Foundation for Healthy Youth and took place at the Marriott at City Center in Newport News.

Tobacco use remains the No. 1 cause of preventable deaths in the United States. Roughly 20 percent of high school students are regular smokers with 9,300 teens in Virginia adopting the habit each year. Since 1999, the Virginia Foundation for Healthy Youth has been working to combat these statistics with educational, counseling and advertising strategies.

In a packed session, Linda Hancock, a family nurse practitioner from Virginia Commonwealth University in Richmond, likened tobacco marketing and products to the flu. "It's constantly mutating," she advised in her interactive presentation, "New Tobacco Products to Addict."

Hancock enumerated the many different tobacco products now available, from the smoke-producing ones, such as cigarettes, flavored bidis, kreteks or "cloves" and pipes to such smokeless ones as chewing tobacco, dissolvable tobacco and snuff.

She noted that when she gave a recent presentation to nurses, the vast majority hadn't heard of any of the newer products. "That means they're not asking about their use," she says, likening them to an invisible gorilla in the room.

Tobacco purveyors are creative, she noted. As an example, she says that in 2009, when the excise tax on rolled tobacco increased significantly, manufacturers started slapping pipe tobacco labels on rolled tobacco.

The result? The sales of "pipe tobacco" tripled. In some states, Hancock revealed, stores use high-speed rolling machines to roll their own cheap cigarettes and sell them at less than half the cost of commercial cartons.

The fastest-growing segment of the market is moist tobacco, including the likes of Snus and Camel Orbs. To attract female users, these products are now made for discarding without spitting.

Hancock also gave an example of how the design of "purse packs" — thinner packs of cigarettes online — appealed to teens. She cited the influence of social media in perpetuating myths about tobacco; and showed a YouTube video of "freaking" and "hyping," a laborious ritual which requires the complete disassembly and reconstruction of a cigarillo or small cigar to remove the "cancer paper."

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