A new $ 17.8 million grant will enable USC to be at the forefront of research on tobacco-related health risks

A new $ 17.8 million grant will allow USC to remain at the forefront of research to protect people from tobacco-related health risks.

The money will be used to promote biomedical and behavioral research to strengthen the scientific basis of the regulation of tobacco products. USC is part of a national program funded by the federal government to assess and prevent damage caused by tobacco products.

The subsidy comes at a time of change for an older generation that grew up when cigarettes dominated the tobacco market and that a new generation is exposed to various forms of tobacco. The change is fueled by new technologies such as vaping devices, flavored products and social media marketing.

"After decades of reducing the use of tobacco products and cigarette consumption, we are facing a new vaping crisis that exceeds the prevalence of cigarette smoking among young people," said Mary Ann. Pentz, professor of preventive medicine and director of the Institute for Prevention Research at Keck School of Medicine at USC. "Without proper regulation and control, the myriad of new vaping products may compromise progress in protecting young people from tobacco."

The USC will use the funds to fund research for the next five years at the USC Tobacco Regulatory Science Centers. It is one of nine federally funded research centers nationwide. In particular, the USC Center is studying the use and health effects of electronic cigarette products.

Scientific research is spread over four companies:

• Marketing and conversation on youth-focused social media about tobacco products.
• Effects of marketing eCigarette products in vape stores on customers.
• A survey of vaping and smoking among 6,400 adolescents and young adults in Southern California aged 14 to 24 years.
• Laboratory studies on the types of electronic cigarettes attractive and addictive for young people and desirable for adults interested in quitting.

Funding comes from the US Food and Drug Administration's Center for Tobacco Products and is administered by the National Cancer Institute, part of the National Institutes of Health. The program is authorized by the FDA's Smoking Prevention and Control Act, 2009, which Congress passed to protect young people from tobacco products.

Today, tobacco products are diversified because cigarettes are a decreasing market share, while e-cigarettes are gaining popularity. Electronic cigarettes are non-combustible products that simulate a smoking experience. Some long-term smokers could use these devices to get rid of their addiction, but these devices present new risks of early nicotine introduction and potential dependence in children who wash themselves.

Earlier this month, FDA Commissioner Scott Gottlieb said young people were making an "epidemic" and threatened to stop sales of flavored electronic cigarettes unless manufacturers try to prevent their use in children and adolescents.

In this context, the theme of the USC program is "Products with populations". It will focus on the characteristics of e-cigarettes that appeal to young people, but are not attractive to adult smokers who want to switch to e-cigarettes. The goal is to inform regulations that can protect young people without discouraging smokers from switching to a less harmful product in e-cigarettes. Research concentrations include the flavors of electronic cigarettes and cartoon labels. Researchers will also study social media. The goal is to better understand the interaction between human behavior, modern communication and health risks.

"We have an incredible group of scientists at USC who have been dedicated to tobacco for decades," said Adam Leventhal, professor of preventive medicine at the USC Keck School of Medicine. "We have been major contributors to the scientific literature to help guide the regulation of electronic cigarettes and tobacco products."

Participants in the study will be residents of Los Angeles and surrounding communities and will represent different races and socio-economic backgrounds affected by tobacco. The findings will inform socially responsible policies that help correct disparities in tobacco-related illnesses.

Ultimately, the goal of the program is to provide the FDA with evidence to determine what is arguably the biggest current dilemma of tobacco control policy in electronic cigarette regulation. The USC TCORS will inform the regulatory policy that benefits the entire population, regardless of age, smoking history or socio-demographic background. The USC Center also educates and trains the next generation of tobacco regulatory scientists.