Quit now
Influence, Manipulation & Deceit

Why vapes aren’t a safe smoking alternative

Published May 9, 2024
Woman vaping

The deadliest industry is trying to rebrand itself as your friend, marketing themselves as the solution to the very problem they created – the smoking epidemic – by purchasing or investing in vape companies and pharmaceutical companies, and developing next generation tobacco products to diversify their portfolios.1234 Their true purpose? Keep people addicted and attract young people to be “replacement” customers.5

As a result of Big Tobacco’s deceptive marketing, Californians like you have a lot of questions about vapes.6 Here are answers to some of the most commonly asked questions. 

What is a vaping device?

A vape, also called an e-cigarette, is an electronic device that heats a liquid solution, called “e-juice,” into an aerosol that is inhaled.7 These devices come in all shapes and sizes, and by design, the majority are meant to be thrown away after single or short-term use. Some vape products have replaceable pods or cartridges pre-filled with e-juice.89 

Most vape e-juice contains dangerous substances including nicotine, cancer-causing chemicals, and heavy metals.1011 Many also contain kid-friendly flavors that mask the harsh taste of this harmful mixture.1012 In 2022, Californians overwhelmingly voted to uphold a law ending the sale of flavored tobacco products, including vapes, in retail stores. Flavored vapes are still available for sale online in California.13 

Vapes are full of toxic chemicals that can harm the mind and body:10

  • Nicotine – a poison that is highly addictive and impacts brain development.141516
  • Benzene – a cancer-causing chemical commonly found in car exhaust.14 
  • Formaldehyde – a cancer-causing chemical found in most glues and paints.17
  • Acrolein – herbicide used to kill weeds and irritates lungs even when inhaled in low doses.17 

And it doesn’t end there. Heavy metals like lead, chromium, cadmium, and nickel are inhaled with every puff and may increase the risk of cancer.

With a list of ingredients composed of so many harmful substances, it is clear that vapes are unsafe, posing severe health risks to those who use these products.10

How does vaping affect your body?

From your brain to your heart and lungs, vaping has the potential to wreak havoc on your health. Let’s break them down, starting from the top:

Your Brain: Vaping Increases Stroke Risk

Your brain: Nicotine permanently rewires the brain putting it more at risk for addiction to other substances — this is particularly true for kids and young adults.10 Vaping also increases your risk of having a stroke.18 People who vape are more likely to experience strokes even younger than cigarette smokers. Stroke survivors have a significantly greater risk of dying prematurely.192021

Vaping Increases Heart Attack Risk

Your heart: Vaping increases your risk of having a heart attack. A review of four studies spanning over 500,000 individuals found that those who vape have a significantly higher risk of a heart attack than people who do not use vapes.222324

Your Lungs: Vaping Increases Risk of Asthma, Chronic Obstructive Pulmonary Disease, Lipoid Pneumonia, Bronchitis Emphysema

Your lungs: Vaping increases your risk of asthma, chronic obstructive pulmonary disease (COPD), emphysema, bronchitis, lipoid pneumonia, and may increase your risk of lung cancer.1122252627282930313233343536

Plus, vapes may cause “popcorn lung” which results in chronic coughing, wheezing, chest pain, and shortness of breath.2737

What is the impact of vaping on your mental health?

Vaping is associated with mental health challenges, including the nicotine in vapes changing the chemistry of the developing brain.38 Nicotine is a neurotoxin.394041 Research shows that vaping nicotine amplifies anxiety symptoms and feelings of depression.42434445 Vaping nicotine also increases mood swings and irritability, and is associated with increased learning difficulties.10144647

Are vapes a safe alternative to smoking?

No, vapes are not a safe alternative to cigarettes. Vapes are dangerous and addictive devices used to inhale aerosolized nicotine, flavorings, and toxic chemicals, including heavy metals like lead, volatile organic compounds, and cancer-causing agents.1048 Vaping increases the risk of serious disease like stroke, and may increase the risk of lung cancer.113031323334353649 The truth is there are no safe alternatives to smoking because there is no such thing as a safe tobacco product.50

Are vapes an effective quitting tool?

No. The evidence about using vapes to quit smoking is mixed at best. Vapes are consumer products sold by Big Tobacco to maximize profits.515253 They aren’t a pharmaceutical product designed to help people quit smoking.234 Although the FDA does have an approved list of cessation devices and medications to help tobacco users quit, vape products have not been approved or authorized to date. No matter what Big Tobacco’s rebrand says, they aren’t interested in helping people quit. They are interested in protecting their profits.

Many people who use vapes to help them quit cigarettes end up using both products, something called “dual use.”545556 Studies have shown that dual use of cigarettes and vapes is more harmful than just using one product alone.57

While there is some evidence that vapes, when used under strict clinical protocols for cessation, may have some success at helping people quit, the reality is when people use vapes as a consumer product only four out of 100 people who use cigarettes actually stopped smoking.58

Who is vaping in California?

Across all age groups in California, vaping is most common among young adults (18-25 years old), with a use rate of 12 percent.59 It’s no surprise this group vapes at higher rates than any other age group. They were in middle school and high school at the height of the youth vaping epidemic, when Big Tobacco targeted children with vapes that looked, tasted, and smelled like fruity candy.10 Thankfully, Californians voted to end the sale of flavored tobacco products in 2022, and while these dangerously addictive flavored vape products can no longer be sold in stores, the effects of the predatory marketing tactics that hooked this generation from a young age still impact young adults today.1013

While California has the lowest youth vaping rates in the US, vapes remain the products most used by high school students at 5.9 percent, compared to cigarettes at 1.2 percent and oral nicotine pouches, like Zyn, at 1.1 percent.6061

Additionally, Big Tobacco exploits racist and discriminatory systems that traumatize marginalized populations, preying on and profiteering off them and creating higher use and disease rates compared to the overall population.62 Vaping prevalence in California is higher among the LGBTQ+ community, communities of color, and people experiencing mental health challenges.59 As a result, these communities experience not just higher use but also higher tobacco-related disease rates compared to the overall population.62

Who's behind vape companies?

Of the top five selling brands in September 2023 – Vuse, Juul, Breeze Smoke, Elfbar, and NJOY – three are owned by, or received significant investment from, Big Tobacco.63 Vuse is owned by R.J. Reynolds and NJOY was acquired by Altria, who previously held a minority ownership stake in Juul, Inc. until late 2022. Notably, Vuse, Juul, and NJOY together made up 72 percent of the total e-cigarette market in 2022.64

Does Big Tobacco fund research to support their claims about vaping?

Big Tobacco funding their own research is one of the oldest tricks in their playbook.65 They are still actively applying this deceitful tactic today.

Undo the damage

Vapes are central to Big Tobacco’s plan to deceive, addict, and prolong their profits.6667 Helping Californians quit vapes only helps us get one step closer to ending Big Tobacco’s epidemic.  

The best way to undo the damage of Big Tobacco is by helping people who are addicted quit and prevent people from starting. Kick It California provides information on quitting help for adults. See our guide for tips to help a young person quit vapes and other tobacco products, which includes a comprehensive list of existing youth and young-adult tobacco cessation resources and information on accessing services.

  1. Tobacco Tactics. Newer Nicotine and Tobacco Products. Published July 17, 2023. Accessed September 19, 2023. https://tobaccotactics.org/article/newer-nicotine-and-tobacco-products/#:~:text=Since%20the%20early%202000s%20transnational,)%2C%20snus%20and%20nicotine%20pouches.
  2. Sy, D. Big Tobacco’s Investments in and Acquisitions of Pharmaceutical Companies. ExposeTobacco.org. February 2022. https://exposetobacco.org/wp-content/uploads/STOP-Pharma-Brief-3.15.22.pdf
  3. Sy D. Tobacco industry's 'wellness' tactic: Ethical dilemma and solutions. Tob Prev Cessat. 2023;9:11.. doi:10.18332/tpc/159119
  4. Tobacco Tactics. Tobacco Company Investments in Pharmaceutical & NRT Products, Published August 30 2023. Accessed September 12, 2023. https://tobaccotactics.org/article/tobacco-company-investments-in-pharmaceutical-nrt-products/
  5. Burrows D. Strategic research report. Young adult smokers: strategies and opportunities, RJ Reynolds Tobacco Company. Legacy Tobacco Documents Library, 1984. Bates No. 501431517. http://legacy.library.ucsf.edu/tid/ftc49d00
  6. Pisinger C, Godtfredsen N, Bender AM. A conflict of interest is strongly associated with tobacco industry–favourable results, indicating no harm of e-cigarettes. Preventive Medicine. 2019;119:124-131. doi:10.1016/j.ypmed.2018.12.011
  7. National Institute on Drug Abuse. Vaping Devices (Electronic Cigarettes) DrugFacts. January 8, 2020 Accessed October 6, 2023. https://nida.nih.gov/publications/drugfacts/vaping-devices-electronic-cigarettes
  8. Chang H. Research gaps related to the environmental impacts of electronic cigarettes. Tob Control. 2014;23(suppl 2):ii54-ii58. Doi:https://doi.org/10.1136/tobaccocontrol-2013-051480
  9. Centers for Disease Control and Prevention. E-cigarette, or vaping, products visual dictionary. Office on Smoking and Health (OSH). Updated September 4, 2023. Accessed April 30, 2024. https://www.cdc.gov/tobacco/basic_information/e-cigarettes/pdfs/ecigarette-or-vaping-products-visual-dictionary-508.pdf
  10. Centers for Disease Control and Prevention, Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion. Surgeon General’s Advisory on E-cigarette Use Among Youth. Published December, 2018. Accessed April 30, 2024. https://www.cdc.gov/tobacco/basic_information/e-cigarettes/surgeon-general-advisory/index.html
  11. Bracken-Clarke D, Kapoor D, Baird AM, et al. Vaping and lung cancer - A review of current data and recommendations. Lung Cancer. 2021;153:11-20. doi:10.1016/j.lungcan.2020.12.030
  12. Leventhal A, Cho J, Barrington-Trimis J, Pang R, Schiff S, Kirkpatrick M. Sensory attributes of e-cigarette flavours and nicotine as mediators of interproduct differences in appeal among young adults. Tob Control. 2020;29(6):679-686. doi:10.1136/tobaccocontrol-2019-055172
  13. California State Legislature. Senate Bill No. 793. 2019-2020 Regular Session. Published August 28, 2020. Accessed February 12, 2024. https://leginfo.legislature.ca.gov/faces/billNavClient.xhtml?bill_id=201920200SB793
  14. U.S. Department of Health and Human Services. Know the Risks: E-cigarettes and young people. Office of the Surgeon General. Updated 2024. Accessed May 1, 2024. https://e-cigarettes.surgeongeneral.gov/knowtherisks.html
  15. Centers for Disease Control and Prevention. The National Institute for Occupational Safety and Health. Nicotine: Systemic Agent. Accessed March 8, 2024. https://www.cdc.gov/niosh/ershdb/emergencyresponsecard_29750028.html
  16. U.S. Department of Health and Human Services. The Health Consequences of Smoking: Nicotine Addiction: A Report of the Surgeon General. Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control, Center for Health Promotion and Education, Office on Smoking and Health. Published 1988. Accessed April 24, 2024. https://digirepo.nlm.nih.gov/ext/document/101584932X423/PDF/101584932X423.pdf
  17. American Lung Association. What’s in an e-cigarette? Updated May 31, 2023. Accessed May 1, 2024. https://www.lung.org/quit-smoking/e-cigarettes-vaping/whats-in-an-e-cigarette
  18. Shi J, Xiong L, Guo J, Yang Y. The association between combustible/electronic cigarette use and stroke based on national health and nutrition examination survey. BMC Public Health. 2023;23(1):697. doi:10.1186/s12889-023-15371-x
  19. Ndunda PM, Muutu TM. Abstract 9: Electronic Cigarette Use is Associated With a Higher Risk of Stroke. Stroke. 2019;50(Suppl_1). doi:10.1161/str.50.suppl_1.9
  20. Poisson SN, Glidden D, Johnston SC, Fullerton HJ. Deaths from stroke in US young adults, 1989-2009. Neurology. 2014;83(23):2110-2115. doi:10.1212/WNL.0000000000001042
  21. Rutten-Jacobs LC, Arntz RM, Maaijwee NA, et al. Long-term mortality after stroke among adults aged 18 to 50 years. JAMA. 2013;309(11):1136-1144. doi:10.1001/jama.2013.842
  22. Sharma A, Gupta I, Venkatesh U, Singh AK, Golamari R, Arya P. E-cigarettes and myocardial infarction: A systematic review and meta-analysis. Int J Cardiol. 2023;371:65-70. doi:10.1016/j.ijcard.2022.09.007.
  23. Glantz SA, Nguyen N, Oliveira da Silva AL. Population-Based Disease Odds for E-Cigarettes and Dual Use versus Cigarettes. NEJM Evidence 2024; 3(3): DOI: 10.1056/EVIDoa2300229.
  24. Osei AD, Mirbolouk M, Orimoloye OA, et al. Association between e-cigarette use and cardiovascular disease among never and current combustible-cigarette smokers. Am J Med. 2019;132(8):949-954.e2. doi:10.1016/j.amjmed.2019.02.016
  25. Osei, A.D., Mirbolouk, M., Orimoloye, O.A. et al. The association between e-cigarette use and asthma among never combustible cigarette smokers: behavioral risk factor surveillance system (BRFSS) 2016 & 2017. BMC Pulm Med 19, 180 (2019). https://doi.org/10.1186/s12890-019-0950-3
  26. Bhatta DN, Glantz SA. Association of E-Cigarette Use With Respiratory Disease Among Adults: A Longitudinal Analysis. Am J Prev Med. 2020;58(2):182-190. doi: 10.1016/j.amepre.2019.07.028.
  27. Broderick S. What Does Vaping Do to Your Lungs? Johns Hopkins Medicine. Published October 15, 2021. Accessed August 22, 2023. https://www.hopkinsmedicine.org/health/wellness-and-prevention/what-does-vaping-do-to-your-lungs
  28. Traboulsi H, Cherian M, Abou Rjeili M, et al. Inhalation Toxicology of Vaping Products and Implications for Pulmonary Health. Int J Mol Sci. 2020 May 15;21(10):3495. doi: 10.3390/ijms21103495.
  29. Antwi GO, Rhodes DL. Association between E-cigarette use and chronic obstructive pulmonary disease in non-asthmatic adults in the USA. J Public Health (Oxf). 2022;44(1):158-164. doi:10.1093/pubmed/fdaa229.
  30. Fowles J, Barreau T, Wu N. Cancer and Non-Cancer Risk Concerns from Metals in Electronic Cigarette Liquids and Aerosols. International Journal of Environmental Research and Public Health. 2020; 17(6):2146. https://doi.org/10.3390/ijerph17062146
  31. Shehata SA, Toraih EA, Ismail EA, Hagras AM, Elmorsy E, Fawzy MS. Vaping, Environmental Toxicants Exposure, and Lung Cancer Risk. Cancers (Basel). 2023;15(18):4525. Published 2023 Sep 12. doi:10.3390/cancers15184525 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10526315/
  32. National Academies of Sciences, Engineering, and Medicine; Health and Medicine Division; Board on Population Health and Public Health Practice; Eaton DL, Kwan LY, Stratton K, et al., eds. Public Health Consequences of E-Cigarettes. Washington (DC): National Academies Press (US); January 23, 2018. DOI: 10.17226/24952
  33. Gotts JE, Jordt SE, McConnell R, Tarran R. What are the respiratory effects of e-cigarettes? BMJ. 2019;366:l5275. doi: 10.1136/bmj.l5275.
  34. Auschwitz E, Almeda J, Andl CD. Mechanisms of E-Cigarette Vape-Induced Epithelial Cell Damage. Cells. 2023;12(21):2552. doi: 10.3390/cells12212552.
  35. Tommasi S, Blumenfeld H, Besaratinia A. Vaping Dose, Device Type, and E-Liquid Flavor are Determinants of DNA Damage in Electronic Cigarette Users. Nicotine Tob Res. 2023;25(6):1145-1154. doi: 10.1093/ntr/ntad003.
  36. Shields PG, Berman M, Brasky TM, et al. A Review of Pulmonary Toxicity of Electronic Cigarettes in the Context of Smoking: A Focus on Inflammation. Cancer Epidemiol Biomarkers Prev. 2017;26(8):1175-1191. doi:10.1158/1055-9965.EPI-17-0358
  37. Taylor A, Dunn K, Turfus S. A review of nicotine-containing electronic cigarettes-Trends in use, effects, contents, labelling accuracy and detection methods. Drug Test Anal. 2021;13(2):242-260. doi: 10.1002/dta.2998.
  38. Centers for Disease Control and Prevention. Quick Facts on the Risks of E-cigarettes for Kids, Teens, and Young Adults. Updated November 2, 2023. Accessed May 2, 2024. https://www.cdc.gov/tobacco/basic_information/e-cigarettes/Quick-Facts-on-the-Risks-of-E-cigarettes-for-Kids-Teens-and-Young-Adults.html?s_cid=OSH_emg_GL0001.
  39. Goriounova NA, Mansvelder HD. Short- and long-term consequences of nicotine exposure during adolescence for prefrontal cortex neuronal network function. Cold Spring Harb Perspect Med. 2012;2(12):a012120. Published 2012 Dec 1. doi:10.1101/cshperspect.a012120.
  40. Abreu-Villaça Y, Seidler FJ, Tate CA, Slotkin TA. Nicotine is a neurotoxin in the adolescent brain: critical periods, patterns of exposure, regional selectivity, and dose thresholds for macromolecular alterations. Brain Res. 2003;979(1-2):114-128. doi:10.1016/s0006-8993(03)02885-3
  41. Levin, ED. Chapter Three – Neurotoxicology of nicotine and tobacco. Advances in Neurotoxicology. 2022;8 (93-103). https://doi.org/10.1016/bs.ant.2022.06.003
  42. Kutlu MG, Gould TJ. Nicotine modulation of fear memories and anxiety: Implications for learning and anxiety disorders. Biochem Pharmacol. 2015 ;97(4):498-511. doi: 10.1016/j.bcp.2015.07.029. doiI: 10.1016/j.bcp.2015.07.029
  43. Benowitz NL. Nicotine addiction. N Engl J Med. 2010 Jun 17;362(24):2295-303. doi: 10.1056/NEJMra0809890.
  44. Picciotto MR, Brunzell DH, Caldarone BJ. Effect of nicotine and nicotinic receptors on anxiety and depression. Neuroreport. 2002;13(9):1097-1106. doi:10.1097/00001756-200207020-00006
  45. Lechner WV, Janssen T, Kahler CW, Audrain-McGovern J, Leventhal AM. Bi-directional associations of electronic and combustible cigarette use onset patterns with depressive symptoms in adolescents. Prev Med. 2017;96:73-78. doi: 10.1016/j.ypmed.2016.12.034.
  46. Etter JF, Ussher M, Hughes JR. A Test of Proposed New Tobacco Withdrawal Symptoms. Addiction. 2012;108(1):50-59. doi:10.1111/j.1360-0443.2012.03981.
  47. Hughes JR. Effects of abstinence from tobacco: Valid symptoms and time course. Nicotine Tob Res. 2007;9(3):315-327. doi:10.1080/14622200701188919.
  48. National Institute on Drug Abuse. Vaping Devices (Electronic Cigarettes) Drugfacts. Published January 8, 2020. Accessed July 11, 2023. https://nida.nih.gov/publications/drugfacts/vaping-devices-electronic-cigarettes
  49. Patel U, Patel N, Khurana M, et al. Effect Comparison of E-Cigarette and Traditional Smoking and Association with Stroke—A Cross-Sectional Study of NHANES. Neurol Int. 2022;14(2):441-452. doi:10.3390/neurolint14020037
  50. Centers for Disease Control and Prevention (US); National Center for Chronic Disease Prevention and Health Promotion (US); Office on Smoking and Health (US). How Tobacco Smoke Causes Disease: The Biology and Behavioral Basis for Smoking-Attributable Disease: A Report of the Surgeon General. Atlanta (GA): Centers for Disease Control and Prevention (US); 2010. https://www.ncbi.nlm.nih.gov/books/NBK53017/
  51. Philip Morris International. Big and small businesses can solve big challenges together. Published January 21, 2020. Accessed August 29, 2023. https://www.pmi.com/our-initiatives/unsmoke-your-mind/big-and-small-businesses-can-solve-big-challenges-together.
  52. Phillip Morris International. Can innovative products like IQOS accelerate the decline of smoking? Accessed August 29, 2023. https://www.pmi.com/sustainability/case-studies-and-market-stories/can-innovative-products-like-iqos-accelerate-the-decline-of-smoking.
  53. Truth Initiative. Spinning a new tobacco industry: How Big Tobacco is trying to sell a do-gooder image and what Americans think about it. Published November 2019. Accessed April 10, 2024 https://truthinitiative.org/sites/default/files/media/files/2019/11/Tobacco%20Industry%20Interference%20Report_final111919.pdf
  54. Martínez Ú, Martínez-Loredo V, Simmons VN et al. How Does Smoking and Nicotine Dependence Change after Onset of Vaping? A Retrospective Analysis of Dual Users. Nicotine Tob Res. 2020;21;22(5):764-770.. doi: 10.1093/ntr/ntz043.
  55. Nagel C, Hugueley B, Cui Y, Nunez DM, Kuo T, Kuo AA. Predictors of Dual E-Cigarette and Cigarette Use. J Public Health Manag Pract. 2022 ;28(3):243-247. doi:.10.1097/PHH.0000000000001491
  56. Dewhirst T. Co-optation of harm reduction by Big Tobacco. Tob Control. 2021;30(e1):e1-e3. doi: 10.1136/tobaccocontrol-2020-056059.
  57. Pisinger C, Rasmussen SKB. The Health Effects of Real-World Dual Use of Electronic and Conventional Cigarettes versus the Health Effects of Exclusive Smoking of Conventional Cigarettes: A Systematic Review. Int J Environ Res Public Health. 2022;19(20):13687. doi: 10.3390/ijerph192013687.
  58. Lindson N, Butler AR, McRobbie H, et al. Electronic cigarettes for smoking cessation. Cochrane Database of Systematic Reviews. 2024 (1). doi:10.1002/14651858.CD010216.pub8. Accessed January 2024.
  59. UCLA Center for Health Policy Research. AskCHIS 2022. Current e-cigarette use status. https://ask.chis.ucla.edu. Exported on March 22, 2024.
  60. Neuling H. Key state-specific tobacco-related data & rankings. Updated January 3, 2024. Accessed March 22, 2024. https://assets.tobaccofreekids.org/factsheets/0176.pdf
  61. Clodfelter R, Dutra LM, Bradfield B, Russell S, Levine B, von Jaglinsky A. Annual results report for the California Youth Tobacco Survey 2023. Berkeley, CA: RTI International. In press.
  62. Centers for Disease Control and Prevention. Health Disparities Related to Commercial Tobacco and Advancing Health Equity. Updated June 27, 2022. Accessed May 3, 2024. https://www.cdc.gov/tobacco/health-equity/index.htm
  63. CDC Foundation. (2023). Monitoring U.S. E-Cigarette Sales: National Trends Data Brief. Issue 26, September 2023. https://www.cdcfoundation.org/Issue33-MonthlyECigaretteSalesDataBrief_9.10.2023.pdf?inline.
  64. Statista. Dollar share of e-cigarette sales in the United States in 2022, by brand. Accessed May 3, 2024. https://www.statista.com/statistics/1097004/e-cigarette-market-share-us-by-brand/
  65. Tobacco Tactics. Influence Science. Published March 20, 2024. Accessed May 9, 2024. https://tobaccotactics.org/article/influencing-science/
  66. Brownell KD, Warner KE. The perils of ignoring history: Big Tobacco played dirty and millions died. How similar is Big Food?. Milbank Q. 2009;87(1):259-294. doi:10.1111/j.1468-0009.2009.00555.x.
  67. Apollonio D, Glantz SA. Tobacco Industry Research on Nicotine Replacement Therapy: "If Anyone Is Going to Take Away Our Business It Should Be Us". Am J Public Health. 2017;107(10):1636-1642. doi: 10.2105/AJPH.2017.303935.

Explore by topic

The tobacco industry currently spends billions each year on slick marketing tactics and political influence so they can profit off death and disease.
Learn more
Even for people who don’t use tobacco, there can be deadly consequences.
Learn more
The industry calls kids their “replacement customers. Big Tobacco sentences them to a lifetime of addiction and disease.
Learn more
This racist and unjust industry has strategically targeted certain communities with deadly products and manipulative messaging.
Learn more
No one’s safe from the environmental damage and health risks from toxic tobacco waste and its plastic pollution.
Learn more
lady in a garden wearing a head scarf

Hold the industry accountable

California has already protected people from other harmful products, and it's time to hold the tobacco industry to the same standards.