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A new warning has been issued by experts regarding “dangerous” vapes equipped with integrated video games, which are being denounced as a “blatant attempt to target minors.” These controversial “smart vapes” raise concerns about youth vaping trends and the potential for nicotine addiction.
What are Smart Vapes?
These so-called “smart vapes” enable users to engage with pre-loaded games, place and receive calls, stream music, and monitor fitness levels. Positioned as more than just vaping devices, they integrate smartphone-like capabilities.
Several products, including the Posh Pro MAX, Craftbox V-Touch, and Halo SYNIX, are available online, retailing for approximately $53. These devices are raising alarms among health experts, who fear their appeal to younger demographics.
Expert Concerns
Artur Galimov, Liam Obaid, and Jennifer B. Unger voiced their anxieties in a British Medical Journal forum post last month. They noted that the integration of smartphone-like designs and functionalities into vaping units is likely to attract younger individuals, as it could obscure the device’s actual purpose from adults.
Some of these devices boast integrated speakers, fitness trackers, and the capacity to enable social media notifications. Their advanced features enhance their appeal, particularly among tech-savvy youth.
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These vapes include rechargeable batteries and Bluetooth connectivity, allowing them to be tracked and linked to smartphones. This connectivity introduces a new dimension to the vaping experience.
The vapes are offered in fruity and sweet flavors and deliver an average of up to 30,000 puffs, adding to their allure for younger users.
FDA Actions and Industry Response
In October, the U.S. Food and Drug Administration (FDA) issued warnings to nine online vendors and a manufacturer, urging them to cease the sale and marketing of electronic cigarettes with designs and features resembling smart technology. This action underscores the FDA’s commitment to preventing youth access to these products.
According to the FDA, these products are marketed as having numerous designs and functions that may appeal to youth, such as the ability to engage in gaming, connect to smartphones, receive notifications, play music, or personalize devices with custom wallpapers.
Brian King, director of the FDA’s Center for Tobacco Products, stated that the sale of these products is illegal and represents a blatant attempt to target children. His remarks reflect the agency’s strong stance against marketing tactics that appeal to minors.
Despite these warnings, research indicates that these vapes remain accessible for online purchase, with comparable models available for about $53 in the UK. This continued availability raises concerns about the effectiveness of current regulations.
The Risks of “Smartphone” Vapes
Jennifer Unger, a professor of population and public health sciences at the University of Southern California Keck School of Medicine, expresses concern over the growing prominence of “smartphone” vapes and their potential to ensnare more teenagers and children into nicotine addiction. She emphasizes the unique dangers these products pose due to their multifaceted appeal.
“I think they could have a really damaging impact on youth,” she warns, highlighting the convergence of addictive elements.
“These devices are combining three things that are highly reinforcing: nicotine, video games, and sweet flavors,” she elaborates, underscoring the synergistic effect of these components.
“And they’re being packaged in a way that makes them feel safe, fun, and even nostalgic,” further enhancing their desirability among young individuals.
“For young people, especially those already exposed to stress or trauma, that’s a dangerous combination,” she cautions, pointing out the vulnerability of certain populations.
“And in communities where vaping is already prevalent, this could just make it worse—normalizing use, lowering the age of initiation, and making it harder to recognize when someone is vaping,” she adds, warning of broader societal implications.
“When a vape looks like a toy and rewards you for using it, it’s not just a product—it’s a behavioral trap.” This statement encapsulates the core concern about the manipulative design of these devices.
The professor first noticed these devices in 2023 and 2024, initially on retailer websites and subsequently on social media platforms. This progression highlights the evolving marketing strategies employed by manufacturers.
“What’s striking is how they’re being marketed not just as nicotine products, but as fun, trendy gadgets. Some of them look like gaming consoles or phones, and others are actually playable, with retro-style games built right in,” she observes, emphasizing the deceptive marketing tactics.
“They’re clearly designed to catch the attention of young people, and the marketing follows that lead—through influencers, unboxing videos, and viral content on platforms like TikTok. It’s not hard to imagine a teenager thinking: ‘This looks cool’ before even realizing it’s a vape.” This illustrates the insidious nature of targeted advertising.
Interactive Elements and Psychological Rewards
Professor Unger identifies the interactive component as the primary distinction between conventional and “smartphone” vapes. This interaction significantly enhances the addictive potential of these devices.
“A conventional vape just delivers nicotine,” she explains, contrasting it with the newer models.
“These newer devices add in gaming elements—sometimes with full-on video games that reward the user with points or prizes every time they take a puff,” creating a dangerous feedback loop.
“That pairing—nicotine and gameplay—is a concern because it creates a powerful feedback loop. You’re reinforcing the behavior with both a chemical and a psychological reward. It’s not just about vaping anymore—it’s about being entertained while you do it.” This highlights the complex interplay of addiction and entertainment.
Discreet Design and Emotional Reward
The devices are crafted to be “discreet” and “emotionally-rewarding.” She asserts that while “all vapes carry risks, but when you combine nicotine with gaming—especially in a product that looks like a toy or a phone—you’re adding multiple layers of appeal, especially for kids and teens.” This layering effect amplifies the danger and appeal to youth.
“That makes them harder for adults to recognize and harder for young people to quit. So yes, I’m more concerned—not just because of the nicotine, but because of the way these devices are engineered to hook users in more ways than one.” Her concerns reflect the multifaceted addictive properties of these engineered products.
Call for Coordinated Action
As a researcher specializing in adolescent health behaviors, substance use, and tobacco control, the professor advocates for a “strong and coordinated” governmental response to address these issues. This unified approach is deemed crucial to effectively combat the problem.
“At the policy level, we need the FDA to draw a clear line: if a product delivers nicotine, it should not also be a toy or a game. That’s a line we should not be crossing,” she emphasizes, calling for stricter regulations.
She also stresses the need to assist schools and parents in identifying these novel vapes, which differ in appearance from traditional models. This educational effort is vital to prevent youth uptake of these harmful devices.
“We need to push back against marketing that targets kids in such deceptive and manipulative ways,” she passionately states, advocating for counter-marketing strategies.
“Education is important—but so is enforcement. These devices don’t just show up by accident.” Her remarks underscore the importance of proactive measures to control the availability and appeal of these devices.
“They are designed and marketed with intention. And we need to respond with the same level of intention.” This concluding statement calls for a deliberate and forceful response to combat the intentional marketing of addictive devices to youth.