Wisconsin sees fewer tobacco and vaping product sales to youth under 21

The Wisconsin Department of Health Services (DHS) has highlighted progress in reducing illegal sales of tobacco and vaping products to consumers under the age of 21 and under, but health officials say there is still work to be done. Annual data from the Synar survey, a statewide assessment of retailer violation rates, shows that the share of retailers in violation was 11.8% in 2024, down from a peak in 2021 (14.1%) but not reaching the 5.5% recorded in 2019.[1].

Fewer purchases of tobacco and vaping products by people under 21 in Wisconsin

According to the Wisconsin Department of Health Services' latest survey of retail tobacco sales, it has become more difficult for youth under 21 to purchase tobacco and vaping products in Wisconsin. The percentage of retailers selling to minors decreased from 13.6% in 2023 to 11.8% in 2024. The majority of violations occurred at tobacco and vape shops, which sold to underage customers at a rate of 30%. Gas stations had a violation rate of 11.8%.[2] and other outlets of 10.8 %.

The sales rate to men was 14.4 % and to women 9.8 %. There are nuances depending on the gender of the young person and the product requested. Thus, the rate of offense is higher among young male customers looking to purchase cigarettes: the rate of offense reaches 17.9 %. Regarding cigarillo-type tobacco products, the proportion of illicit sales to a woman under 21 is 15.7 %.

State health officials attribute this overall decline in violations to increased awareness of the dangers of smoking and vaping, as well as efforts by communities and public health agencies. The Health Department's Tobacco Prevention and Treatment Program has also noted an increase in local zoning ordinances limiting the number and location of tobacco and vaping product retailers. This reduction in supply is thus associated with a reduction in product accessibility.

A confusing legal framework and persistent challenges

The investigation covers sales made to anyone under the age of 21, pursuant to the 2019 federal law that raised the legal age for purchasing tobacco from 18 to 21. However, Wisconsin is one of eight states that have not yet aligned their laws with this federal standard. This inconsistency creates confusion and enforcement challenges across the state.

To address this, the "Tobacco 21" awareness campaign was designed. Launching in 2022, the campaign reinforces the message that 21 is the minimum legal age for the sale of tobacco and vaping products. It includes messages aimed at both the public and tobacco and vaping retailers.[3]The Wisconsin Department of Health Services is also observing a growing mobilization of local communities in favor of protecting young people.

Vicki Huntington, section chief of the Department of Health and Human Services' Tobacco Prevention and Treatment Program, said: " The data shows us that public and retailer awareness is critical, and that local actions have a significant impact. They also show areas we can focus on to prevent youth from accessing these harmful products. […] Regulations to place flavored cigarillos (short, narrow cigars) behind the counter, like other tobacco products, vaping products, and pouches, would have a very positive impact on the health of Wisconsin's youth. ".

" We are pleased to see a decline in overall sales of tobacco and vaping products to young people, but the rate remains too high. " said Paula Tran, state health officer. We know that more than 80% of adult smokers started smoking before the age of 18, and around 95% of them before they reached 21. This is why it is so important to continue working to prevent young people from starting to use tobacco or other nicotine products, in order to protect their health now and in the future. ".

Wisconsin has committed in January 2025 to combat the dangers of mentholated tobacco and nicotine products, particularly among vulnerable populations such as youth, African Americans (85% of whom smoke menthol cigarettes), and the LGBT community. However, its efforts have been hampered by the tobacco industry. In late January, under the influence of Reynolds Tobacco, The Trump administration has buried the ban on menthol cigarettes.

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[1]Schilz Indiana, Wisconsin sees decline in underage tobacco, vape sales but rate remains above national target, WeAreGreenBay, published on April 21, 2025, accessed on April 23, 2025

[2]Chaffee Courtney, Underage sales of tobacco down, but numbers are still high, WGLR, published April 22, 2025, accessed April 23, 2025

[3]Wisconsin Department of Health Services, Wisconsin Underage Tobacco and Vape Sales Decreased in 2024, published on April 21, 2025, accessed on April 23, 2025

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