The Right Check at Checkout
Further raising the bar on responsible vapor sales.
Oct 22, 2026 | 2 min read
This article is brought to you by Reynolds American.
As adult smokers increasingly seek innovative alternative smokeless products, the Reynolds American organization (Reynolds American) believes innovation must be paired with strong safeguards to help ensure vapor products end up in the hands of adult nicotine consumers only.
Recent data from the National Youth Tobacco Survey (NYTS) shows underage vaping has declined 74% in the last six years. According to the NYTS, underage individuals who vape overwhelmingly report using illicit disposable vapor products that operate largely outside regulated, licensed and traceable channels.
While illicit products and bad actors ignore the rules, the Reynolds American organization remains focused on doing vapor the right way by working within the FDA framework and partnering with retailers committed to responsible sales practices.
That approach extends to how vapor products are marketed. The Reynolds American organization's responsible marketing practices are centered on critical principles such as only marketing to adult tobacco and nicotine consumers. These efforts include tailored advertising that only uses models aged 35 and older and prohibiting the use of social media influencers.
The organization also partners with national underage access prevention programs, including We Card and TruAge. These programs provide retailers with materials, training and technology designed to help prevent and stop the sale of tobacco and nicotine products to anyone underage.
For retailers, these efforts highlight the important role they play in helping maintain responsible retail standards. Reynolds American views retail partners as a critical part of the underage access prevention ecosystem and is proud that as the organization has further raised the bar to do vapor right, many have joined the push to keep vapor for adults, period.
Visit reynoldsamerican.com for more information.
This is the first article in a two-part series from Reynolds American.
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