Audience: Tobacco Control and Prevention program managers and administrators, college aged students, youth program administrators, youth.

Key Points: While youth tobacco use is one of the most hotly addressed topics in tobacco prevention, data increasingly indicate that the years after high school are an underappreciated but exceptionally important timeframe for determining tobacco use. This session will present an overview of the literature on this specific age group, an overview of previous programs aimed at this target area, and the importance of addressing prevention and cessation efforts at the 18-24 year old market. The session will also address past and current efforts by the tobacco industry to market to this age group, with discussion of both conceptual and experience-based tactics for countering these efforts.

Learning Objectives: • Identify the need for tobacco prevention and cessation activities in the 18-24 year old population. • Compare the current smoking trends in the 18-24 year old market with current tobacco promotion activites.

Benefits: • Concise overview of the literature concerning tobacco trends with this critical age group. • History and new ideas concerning how to affect this age group's tobacco use.