MADISON, Wis. — Underage tobacco and vape sales decreased last year in the state, according to the Wisconsin Department of Health Services (DHS).

What You Need To Know

  • There was a decrease in underage tobacco and vape sales last year in the state, according to the Wisconsin DHS

  • This rate was 11.8% in 2024, down from 13.6% in 2023 and the peak of 14.1% in 2021

  • The federal minimum sales age was raised to 21 in 2019; however, the state minimum sales age remains at 18 despite federal law superceding

Each year, the state measures the rate of tobacco and vape sales to people under the legal age with the annual Synar Survey.

In 2024, the state had a rate of 11.8%, a decrease from 13.6% the year before. This rate was highest in 2021, at 14.1%.

"We are glad to see a decline in overall sales of tobacco and vape products to underage kids, yet the rate remains too high," said State Health Officer Paula Tran. "We know that more than 80% of adult smokers started before the age of 18, and about 95% of them before turning 21.”

The DHS said part of why this rate is high is because of a discrepancy between federal and state law. In 2019, the federal legal tobacco sales age was increased from 18 to 21. However, Wisconsin is one of eight states that has kept the minimum sales age at 18 under state law.

Even though federal law supersedes state law, the DHS said this difference leads to confusion. In 2022, the DHS started a public awareness campaign called Tobacco 21 to emphasize the change in federal law.

"The data here tell us that public and retailer awareness are key, and that local actions have great impact,” said Vicki Huntington, DHS Commercial Tobacco Prevention and Treatment Program section manager. “The data also show where we can focus to help prevent young people from accessing these harmful products, such as helping specific retailers reduce underage sales.”

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