The “Not Your Lab Rat,” aims to reduce nicotine addiction among young adults and prevent the initiation of vaping and use of other modern nicotine products. Photo courtesy of the California Department of Public Health

SACRAMENTO, CA (MPG) - The California Department of Public Health (CDPH) has launched a new statewide public health campaign, “Not Your Lab Rat,” aimed at reducing nicotine addiction among young adults and preventing initiation of vaping and other modern nicotine products.

The campaign focuses on Californians ages 18–24, a group experiencing persistently high rates of nicotine vape use, more than twice the rate of the general adult population. It also targets the growing trend of “poly-nicotine” use, where nearly 25% of users consume more than one nicotine product.

“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 CDPH Director and State Public Health Officer, Dr. Erica Pan.

CDPH notes that nicotine is highly addictive and can harm brain development, cardiovascular health and mental well-being. It is also linked to increased depression, anxiety and other mental health challenges creating a cycle where users may rely on nicotine for relief but experience worsening symptoms over time. Many newer products, including vapes and nicotine pouches, can contain higher nicotine levels than traditional cigarettes.

The campaign was funded through California’s share of a $462 million multistate settlement with JUUL Labs, which addressed allegations that the company targeted youth through marketing and violated laws related to advertising, competition, and privacy. California Attorney General Rob Bonta said the settlement funds are being redirected toward prevention efforts to counteract those harms.

“Not Your Lab Rat” will run through December 2026 and will appear across television, streaming platforms, social media, radio, out-of-home advertising, video content and college campuses. The campaign aims to reshape perceptions of nicotine, increase awareness of health risks, and encourage quitting among current users.

It features two main creative messages: “Your Body, Their Experiment,” which highlights known health risks such as lung damage, stroke, and worsening depression; and “Upper Decky,” which focuses on nicotine pouches and emphasizes that many long-term health effects remain unknown due to their recent introduction to the market.

CDPH is also directing Californians to free cessation and support services. Residents can access quitting tools through Kick It California, kickitca.org/, including a quit app, text coaching and counseling services. For mental health support, individuals can contact the 988 Suicide and Crisis Lifeline, https://www.988california.org/, or use the Soluna app, https://solunaapp.com/, for confidential resources.