About Us

CounterBalance educates Vermonters about the impact of tobacco marketing on young people in our state. As tobacco marketing has evolved, so has CounterBalance. We are focused on protecting Vermont youth by educating parents/guardians, teachers, policy makers and youth influencers about the use of flavors to appeal to young people, the harmful effects of nicotine, and deceptive industry tactics to attract younger generations.
Vermont teen smiling
Arrow in the center of target

The Tobacco Industry Targets Vermont Youth

Flavors and colorful packaging make tobacco products look much more appealing to young people.

Get the Facts
Women holding a sign against flavored tobacco
Icon of megaphone

CounterBalance works to raise awareness about the dangers of flavored tobacco products.

The tobacco industry uses minty flavors and colorful packaging to make e-cigarettes, little cigars and chew seem more appealing. Find out what you can do to take a stand against flavored tobacco.

Get Involved

A Threat to Youth


of e-cigarette users ages 12-25 use flavored e-cigarettes in Vermont. Among youth who had vaped in the last 30 days, 31% used every day (SOURCE).


Teens are nearly 7x more likely to vape nicotine than adults. Nicotine is highly addictive and can harm adolescent brain development, which continues into the early to mid-20s (source).


of youth vape users report getting their devices from a friend or family member (source).


Half of underage tobacco users in the United States use menthol cigarettes (source). Among e-cigarette users mint is the second most commonly used flavor, after fruit (source).

The tobacco industry spends more than $15 million in Vermont each year annually advertising and promoting their products (source). Tobacco companies lower pricing to encourage youth to start using tobacco products and offer coupons and other price discounts, which encourage regular smoking or vaping. The more youth are exposed to flavored tobacco products and advertising, the more likely they are to start using tobacco.