The illusion of choice: How the tobacco industry’s messaging contradicts the truth about nicotine addiction

The “personal choice” argument took center stage in the 1980s when a wave of lawsuits against the tobacco companies came after decades of being under fire for the health harms of smoking.12 Rather than deny the harms outright, the industry shifted tactics. Their message: Adults know the risks, and they are free to choose whether to smoke. This message evolved into broader themes of individual freedom, resistance to government “nannying,” and personal responsibility.1

But this framing was always a smokescreen.

Internal documents revealed through lawsuits showed that tobacco companies knew early on that their products were powerfully addictive – and that young people were especially vulnerable.3 They weren’t defending adults’ freedom; they were targeting children and teens, ensuring that addiction started early and lasted a lifetime.456

Contrary to the industry’s narrative, nicotine addiction is not the result of informed adult decisions. It is, overwhelmingly, a pediatric disease – in other words, it’s a disease that primarily impacts children and teens.89

Here’s what we now know:

• The majority of adults addicted to nicotine products began before the age of 18.8 Youth who initiate nicotine use are more likely to develop dependence than adults initiating use later in life.10 The tobacco industry knows this.11 That’s why they’ve marketed to youth – directly or indirectly – through appealing tech devices and social media influencers.12
• Kids as young as 7 are trying vaping.13 In 2024, newer nicotine products like vapes and nicotine pouches were the most commonly used products among California youth.14 Today’s youth are picking up vapes at even younger ages, when their brains are most vulnerable to addiction.
• Adolescents are biologically more vulnerable to addiction. The developing brain is especially sensitive to nicotine. Exposure during adolescence changes the brain’s reward system, increasing the risk of long-term dependence.1516
• Nicotine hijacks the brain’s ability to make “choices.” Addiction alters brain chemistry and decision-making processes. Once someone is addicted – especially a young person – their ability to freely choose is compromised. They are no longer making a personal decision; their brain is demanding nicotine.17

So, when the tobacco industry says, “it’s just a personal choice,” they ignore the science of addiction – and how that science shows the loss of real choice.

Today, this same message – freedom of choice and personal responsibility – is being repackaged by vape companies. Brands claim their products are “for adult smokers only,” yet their flavors, designs, and marketing strategies scream otherwise.20 And when youth usage spikes, the companies deflect responsibility, blaming peer pressure, or kids themselves.2122

But this is no accident. It’s a playbook the industry has used for decades.2324 

The idea that tobacco and nicotine use is just a “personal choice” has always been a myth – one designed to shield the tobacco industry from accountability. In reality, nicotine addiction starts early, targets young brains, and robs people of real choice.

As parents, you have the power to expose this myth and protect your children from a dangerous industry that thrives on addiction. Let’s give our kids the facts, not the fiction, and ensure they have the freedom to grow up nicotine-free.