How modern nicotine products and social media affect young people's tobacco use
USC Tobacco Center of Regulatory Science
This center examines whether flavored nicotine pouches, e-cigarettes, and social media marketing make adolescents and young adults start or use tobacco more.
Quick facts
| Grant type | NIH-funded research |
|---|---|
| Study type | NIH-funded research |
| Funding institution | University of Southern California NIH-funded |
| Lab location | 1 site (Los Angeles, UNITED STATES) |
| Project ID | NIH-11164565 on NIH RePORTER |
What this research studies
Researchers follow adolescents and young adults to see how new non-combustible nicotine products (like flavored pouches, gums, lozenges, and e-cigarettes) influence starting, using multiple products, and developing dependence. The team will identify which product features (flavors, nicotine strength, packaging) and marketing approaches (TikTok and other social media) make these products more appealing. Four linked projects will collect surveys, behavioral tests, and product analyses, while three cores handle administration, measures/materials, and data processing to improve rigor and speed. The work is designed to produce clear evidence regulators can use to limit youth-attracting products.
Who could benefit from this research
Good fit: Ideal participants are adolescents and young adults, including current users and non-users of e-cigarettes and modern oral nicotine products, who are willing to complete surveys or behavioral tests.
Not a fit: People well outside the adolescent and young adult age range or those who never use nicotine products are unlikely to see direct benefits from this work.
Why it matters
Potential benefit: If successful, the findings could help shape FDA rules and product restrictions to reduce youth tobacco initiation and addiction.
How similar studies have performed: Previous research has linked flavors and social media to youth vaping, but applying those findings to newer oral nicotine products and modern marketing platforms is relatively new.
Where this research is happening
Los Angeles, UNITED STATES
- University of Southern California — Los Angeles, United States (Active)
Researchers
- Principal investigator: Leventhal, Adam Matthew — University of Southern California
- Study coordinator: Leventhal, Adam Matthew
About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page below.