California Deploys $28.5 Million to Combat Illegal Tobacco Sales to Youth

California is doubling down on efforts to keep tobacco products out of the hands of young people. The state’s Department of Justice recently opened applications for its 2025-2026 Tobacco Grant Program, offering $28.5 million to local agencies tasked with enforcing laws against illegal tobacco sales, particularly to those under 21. The initiative, funded by a voter-approved cigarette tax increase, aims to curb the availability of flavored products like e-cigarettes, which have long been a gateway to nicotine addiction for youth.

Local police departments, sheriff’s offices, school districts, and public health agencies are among those eligible to apply for the grants. These funds support everything from undercover operations to retailer inspections, all designed to ensure compliance with state and local tobacco laws. The program comes at a critical time, as public health officials grapple with the persistent appeal of flavored tobacco products among young people, despite significant declines in overall youth tobacco use.

Tobacco companies have a well-documented history of crafting products to attract younger users. Flavored e-cigarettes, with names evoking candy or fruit, are especially enticing. Data from 2024 shows that 87.6% of middle and high school students who use e-cigarettes prefer flavored products, with fruit, mint, and candy flavors leading the pack. Nicotine, a highly addictive substance, is often packed into these products at levels that can harm developing brains, raising the risk of lifelong dependency.

The industry’s tactics extend beyond flavors. Strategic placement of products near snacks in stores, vibrant packaging, and digital marketing through social media influencers all aim to embed tobacco use in youth culture. While regulations have curbed some overt marketing practices, companies continue to find ways to reach young audiences, exploiting gaps in oversight and introducing new products to skirt bans.

California’s Tobacco Grant Program is a cornerstone of the state’s enforcement strategy. Since its launch in 2017, it has distributed over $212 million to nearly 470 agencies, funding efforts like Operation Up in Smoke, which in 2024 conducted 245 undercover operations and inspected 204 retailers, seizing over $1 million in illegal products. These operations target not only physical stores but also online retailers, where age verification is often lax and flavored products remain widely available.

Enforcement faces steep challenges. The illicit tobacco market, including online sales, accounts for a significant share of U.S. cigarette consumption, costing states billions in lost tax revenue. Many illegal products are shipped from overseas, with manufacturers falsifying declarations to evade detection. Despite these hurdles, California’s flavor ban, upheld by voters in 2022, has set a precedent, and grant-funded agencies are working to ensure retailers comply.

The grants are part of a larger framework built on tobacco taxation. Proposition 56, passed in 2016, raised California’s cigarette tax by $2 per pack, generating revenue for health programs, research, and enforcement. Research shows that higher taxes reduce smoking rates, particularly among youth, with every 10% price increase cutting youth smoking by about 7%. California’s tax revenue has funded not only enforcement but also cessation programs and public education campaigns.

Yet, taxation and enforcement alone aren’t enough. Illegal sales, especially online, undermine these efforts, as do cross-border purchases from states with weaker regulations. Public health advocates argue for stronger federal oversight, pointing to the FDA’s stalled efforts to ban menthol cigarettes and flavored cigars. Local bans, while effective, vary widely, leaving gaps that the tobacco industry exploits.

Local agencies receiving grant funds emphasize the tangible impact of their work. School districts use the money for outreach programs, educating students about the risks of vaping. Police departments conduct sting operations to catch retailers selling to minors. Public health officials, meanwhile, focus on retailer education, helping store owners navigate complex regulations. These efforts have contributed to a sharp drop in youth e-cigarette use, from over 27% of high school students in 2019 to 5.9% in 2024.

Still, some stakeholders raise concerns. Retailers, particularly small businesses, argue that enforcement can feel heavy-handed, with complex rules leading to unintentional violations. Others note that focusing on enforcement without addressing demand—through broader cessation support or mental health resources for youth—may limit long-term success. Both perspectives highlight the need for a balanced approach.

California’s Tobacco Grant Program reflects a commitment to protecting young people from an industry that sees them as future customers. By funding local enforcement and education, the state is building a multi-pronged defense against illegal tobacco sales. The decline in youth vaping is a clear win, but the persistence of flavored products and the adaptability of the illicit market mean the fight is far from over.

As applications for the 2025-2026 grants roll in, the focus remains on collaboration. Agencies across the state will need to work together, sharing resources and strategies to stay ahead of an ever-evolving industry. For now, California’s efforts offer a model for how targeted funding and local action can chip away at a complex public health challenge, one retailer inspection at a time.