If you're a young adult in California, you've likely seen ads for vapes, nicotine pouches, or other modern nicotine products. They often promise stress relief, focus, or a way to fit in. But what if those promises are part of a carefully designed strategy—one that puts your health at risk?

California is launching a bold new campaign called "Not Your Lab Rat" to help young adults see through the marketing and make informed choices about nicotine. Here's what you need to know.

What Is the "Not Your Lab Rat" Campaign?

"Not Your Lab Rat" is a statewide public health campaign designed to:
- Educate young adults ages 18–24 about the real dangers of modern nicotine products
- Prevent young people from starting to use nicotine
- Motivate those who already use nicotine to quit

The campaign runs from April through December 2026 and will appear where young adults spend their time: on social media, streaming platforms, radio, college campuses, and outdoor advertising.

Why This Campaign Matters Now

Nicotine Addiction Is High Among Young Adults

California's young adults vape at more than twice the rate of the general adult population. Many are also "poly nicotine" users—meaning they use multiple products like vapes, pouches, cigarettes, or disposables. This pattern increases addiction risk and health harms.

Modern Nicotine Products Are More Potent

Today's vapes and nicotine pouches often contain much higher levels of nicotine than older products like cigarettes. Some deliver nicotine as quickly as cigarettes, making them highly addictive—even for first-time users.

Nicotine Harms Mental Health

The tobacco and nicotine industry often markets products as tools for managing stress or anxiety. But science shows the opposite is true:

Nicotine can worsen depression and anxiety over time
It disrupts brain development in young adults, affecting mood, focus, and decision-making
Users may fall into a cycle: using nicotine to cope with stress, then experiencing worse mental health, leading to more use

"The tobacco and nicotine industry wants young adults to believe their products help with stress and anxiety, but the science shows the opposite – it deepens depression and amplifies mental health struggles," said Dr. Erica Pan, CDPH Director and State Public Health Officer. "This campaign will help young people recognize these dangerous and manipulative tactics and empower them to make healthy decisions that don't involve nicotine."

Where the Funding Comes From: Turning Harm Into Prevention

The "Not Your Lab Rat" campaign is funded by California's share of a $462 million multistate settlement with Juul Labs, Inc. The settlement resolved lawsuits alleging that Juul:
- Targeted young people through advertising and social media
- Violated minors' privacy laws
- Engaged in unfair competition and false advertising

"This settlement represents more than financial accountability. It's an opportunity to protect California's young people from the very tactics that got them addicted in the first place," said California Attorney General Rob Bonta. "By directing funds from the JUUL settlement toward this prevention and cessation campaign, we're turning predatory marketing against young people into a powerful tool for education and prevention."

What the Campaign Messages Say

The campaign features two main messages designed to resonate with young adults:

"Your Body, Their Experiment"

This message highlights known health risks linked to vaping, including:
- Lung damage or scarring
- Increased risk of stroke or heart problems
- Worsening depression, anxiety, or mood disorders
- Reduced lung function and athletic performance

The core idea: When you use these products, you're not just making a personal choice—you're participating in an uncontrolled experiment with your health.

"Upper Decky"

This message focuses on nicotine pouches—small, discreet products placed between the lip and gum. Key facts:
- Many health effects of nicotine pouches are still unknown because they entered the market before long-term studies were completed
- High nicotine levels can lead to rapid addiction
- "Discreet" doesn't mean "safe"

The message encourages young adults to question products that promise convenience without proven safety.

How Nicotine Affects Your Body and Mind

Brain Development

The brain continues developing into the mid-20s. Nicotine exposure during this time can:
- Disrupt attention, learning, and impulse control
- Increase vulnerability to addiction to other substances
- Alter mood regulation pathways

Mental Health

Nicotine may provide temporary relief from stress, but research shows it:
- Increases anxiety and irritability between uses
- Worsens symptoms of depression over time
- Creates dependence that makes quitting feel harder

Physical Health

Beyond addiction, nicotine use is linked to:
- Higher blood pressure and heart rate
- Reduced lung function and exercise capacity
- Increased risk of respiratory infections
- Potential long-term cardiovascular damage

Free Resources to Help You Quit

If you're ready to quit nicotine—or just want to learn more—California offers free, confidential support:

Kick It California

Free quit app: Personalized plans, tracking tools, and motivational support
Text-based coaching: Get encouragement and tips via text message
Live counseling: Speak with trained specialists who understand young adult challenges
No cost, no judgment: Services are available to all California residents

Mental Health Support

Since nicotine use and mental health are closely linked, support for both matters:
- 988 Suicide & Crisis Lifeline: Call or text 988 for free, confidential support anytime
- Soluna app: A free mental health platform for teens and young adults offering coaching, peer communities, and coping tools

How to Get Started

Visit KickItCA.org or download the Kick It California app
Text QUIT to 47848 for text support
Call 1-800-NO-BUTTS for live counseling
Explore mental health resources if stress or anxiety are part of your nicotine use

Tips for Quitting Nicotine

Quitting is challenging—but completely possible. These strategies can help:

Prepare for Success

Set a quit date and tell supportive friends or family
Identify your triggers (stress, social situations, boredom) and plan alternatives
Remove nicotine products from your home, car, and workspace

Manage Cravings

Use the "4 Ds": Delay, Deep breathe, Drink water, Do something else
Keep your hands busy with stress balls, fidget tools, or hobbies
Remind yourself why you're quitting—write it down and keep it visible

Build Healthy Habits

Exercise, even briefly, to reduce stress and improve mood
Practice mindfulness or breathing exercises for anxiety
Connect with others who support your goals

Be Kind to Yourself

Slips happen. They don't mean failure—just restart your plan
Celebrate small wins: one day, one week, one month nicotine-free
Reach out for support when you need it; you don't have to do this alone

How to Talk to Friends About Nicotine

If someone you care about uses nicotine:
- Share facts, not judgment: "I read that nicotine can make anxiety worse over time"
- Offer support: "If you ever want to quit, I'm here to help"
- Respect their choices while expressing your concern
- Suggest resources like Kick It California if they're open to it

For Parents, Educators, and Mentors

If you support young adults, you can help:

Start Conversations Early

Ask open-ended questions: "What have you heard about vapes or nicotine pouches?"
Share science-based information about addiction and mental health
Listen without lecturing; young adults respond better to dialogue than directives

Model Healthy Choices

If you use nicotine, consider quitting—and let young people know you're working on it
Talk openly about stress management without relying on substances
Show that it's okay to ask for help with mental health or addiction

Know the Signs of Nicotine Use

Unexplained coughing or throat clearing
Increased irritability, anxiety, or mood swings
Possession of vape devices, pods, or small pouches
Spending time in areas where vaping is common

If you notice these signs, approach the conversation with care and offer support—not punishment.

Understanding the Bigger Picture

Why Target Young Adults?

Young adulthood (ages 18–24) is a critical window:
- Many people start or intensify nicotine use during this time
- Brain development is still ongoing, increasing addiction vulnerability
- Life transitions (college, work, independence) can increase stress and experimentation

Investing in prevention now can reduce lifelong addiction and health costs.

How Campaigns Like This Make a Difference

Public health campaigns work by:
- Correcting misinformation with science-based facts
- Shifting social norms so nicotine use feels less "normal" or desirable
- Providing clear, accessible pathways to quit
- Empowering young people to see through marketing tactics

Early evidence from similar campaigns shows they can reduce initiation and increase quit attempts.

Resources for More Information

CDPH California Tobacco Prevention Program: Science-based resources on nicotine risks and prevention
Kick It California: Free quit support for all California residents
"Not Your Lab Rat" Campaign: Watch the ads and learn more at CDPH's youth health pages
988 Lifeline: Mental health and crisis support, 24/7
Soluna App: Free mental health platform for young adults

Our Commitment to Young Adult Health

At Crestwood General, we believe that every young person deserves accurate information and compassionate support to make healthy choices. Nicotine addiction can feel overwhelming, but you are not alone—and help is available.

Whether you're curious about the risks, ready to quit, or supporting someone who is, trusted resources are within reach. Your health, your mind, and your future matter.

If you have questions about nicotine, mental health, or quitting resources, talk with a healthcare provider or contact Kick It California. You've got this.

Content provided by Crestwood General.