Image Credentials: Image Title: Breaking the Habit: Supporting Veterans in Overcoming Tobacco Use Source: (sora.openai) Date: October 2025. Attribution: This image was created using AI-generated imagery (sora.openai) and does not depict a real-world scene.
by Elliot Hayes | Senior Editor
For decades, tobacco use has been ingrained in military culture. What if the greatest threat to veterans’ health today isn’t on the battlefield, but in their pockets?
Tobacco companies once worked diligently to make smoking a part of military life. During wartime, they distributed free cigarettes to troops, sponsored events on military bases, and offered steep discounts at commissaries and exchanges. The goal was simple: build loyalty among young service members and make smoking synonymous with military service.
Today, the consequences of that strategy are evident. Veterans continue to use tobacco at higher rates than the general population. According to the Centers for Disease Control and Prevention (CDC), 48% of military veterans who experience serious psychological stress report using tobacco. Among those living in poverty or without health insurance, tobacco use reaches a staggering 60%.
Tobacco use among veterans isn’t just about addiction. It’s about how military culture has normalized unhealthy coping mechanisms, how systems have failed to offer adequate support, and how access to tobacco continues to undermine efforts to quit. Above all, it’s about protecting the health and well-being of those who served to protect us.
The Intersection of Tobacco Use and Military Life
Tobacco has been a part of daily life for many veterans. For some, smoking breaks during service provided rare moments of relaxation, while sharing a dip during deployments fostered bonds. The military made it easy. For years, tobacco products were sold cheaper on military bases than anywhere else. In fact, despite a policy mandating military stores to match local civilian prices, studies show tobacco remained cheaper on base. As a result, about 38% of military smokers began using tobacco after enlisting.
Price is a major factor in tobacco use. When tobacco is affordable and accessible, people are more likely to continue using it. Even today, cigarettes and smokeless tobacco are often sold at prices 40% lower than at nearby civilian retailers. This easy access contributes to continued use, particularly of smokeless tobacco among younger enlisted troops.
Smokeless tobacco, often seen as a more discreet alternative during shifts, field exercises, or deployments, is associated with serious health risks. According to the National Cancer Institute, smokeless tobacco is linked to cancers of the mouth, esophagus, and pancreas, as well as gum disease and tooth loss.
Tobacco use in the military increases the risk of cancers, especially when combined with service-related exposures. Tobacco remains the leading cause of preventable cancer and cancer deaths in the U.S. It is linked to 16 different cancers, including those of the lungs, throat, bladder, and stomach.
Targeting Veterans: Tobacco Companies and Their Tactics
Tobacco companies recognize veterans as a trusted demographic. Brands like JUUL have launched marketing campaigns offering military personnel special discounts, positioning their e-cigarettes as a safer alternative to smoking. Their “Heroes” program promised exclusive pricing, but public health experts criticized it as a strategy to build brand loyalty rather than provide real health support. The campaign was eventually shut down, but its message stuck: veterans continue to be targeted.
How the VA and DOD Are Responding
In response to the health crisis, both the Department of Veterans Affairs (VA) and the Department of Defense (DOD) have taken steps to combat tobacco use.
The VA implemented a smoke-free campus policy in 2019, banning smoking and vaping on all VA hospital grounds, joining over 4,000 other smoke-free hospitals across the country. The VA also expanded access to cessation resources, screening veterans for tobacco use annually, and providing tailored support through programs like YouCanQuit2, Quit VET, SmokefreeVET, and Stay Quit Coach.
Meanwhile, the DOD raised the age for tobacco sales to 21 in all branches, a policy that went into effect in 2020. Programs offering nicotine replacement therapies, behavioral counseling, and peer support are available to help service members quit.
While these policies are positive steps, culture often lags behind policy. Despite a decline in cigarette smoking, the use of e-cigarettes and nicotine pouches is on the rise among veterans and active-duty personnel. According to the DOD Health Related Behaviors Survey, nearly 18% of service members still smoke, and over 16% use e-cigarettes.
Breaking the Stigma: Seeking Support to Quit
While resources and policies are expanding, stigma remains a significant barrier for many veterans. The military culture often emphasizes toughness, resilience, and self-reliance, making it difficult for individuals to seek help for tobacco addiction. For some veterans, tobacco use isn’t just a habit; it’s tied to identity, camaraderie, and stress relief. Admitting the need for help may feel like a sign of weakness, and veterans often worry about judgment from peers, superiors, or healthcare providers.
In addition, misconceptions about quitting persist. Some veterans believe nicotine is their primary coping tool and worry quitting will exacerbate their mental health struggles. Without a culture that normalizes cessation and offers tailored, veteran-led support, many continue to use tobacco despite wanting to quit.
To truly support veterans, we must shift cultural attitudes and integrate tobacco treatment into routine veteran healthcare. It’s essential that seeking help for nicotine addiction is framed as an act of strength, not weakness. This means training healthcare providers to address stigma sensitively and ensuring that cessation programs are accessible and veteran-friendly.
What Needs to Happen Next
Research shows that veterans are more likely to quit when they have access to both counseling and medication. They are more likely to try quitting when tobacco prices are higher and tobacco is harder to access. And they are more likely to stay quiet when they’re supported by people who understand their unique experiences.
To reduce tobacco use among veterans, we must:
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Eliminate pricing loopholes that allow tobacco to be sold cheaply on military bases.
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Continue to scale up veteran-specific cessation tools, including peer-led models.
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Ensure every behavioral health and substance use program includes a plan for tobacco treatment.
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Invest in outreach that resonates with veterans’ values and lived experiences.
Tobacco use is more than just a health issue; it’s about honoring and protecting the well-being of those who have served. Supporting veterans in quitting tobacco is not only a health imperative—it affirms their strength, protects their future, and ensures they receive the comprehensive care they deserve.
References
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Centers for Disease Control and Prevention (CDC). 2020. Tobacco use and its effects on veterans. Accessed October 24, 2025. https://www.cdc.gov.
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U.S. Department of Veterans Affairs (VA). 2019. VA smoke-free campus policy. Accessed October 24, 2025. https://www.va.gov.
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U.S. Department of Defense (DOD). 2020. Raising the age for tobacco sales in the military. Accessed October 24, 2025. https://www.military.com.
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National Cancer Institute. 2020. The health risks of smokeless tobacco. Accessed October 24, 2025. https://www.cancer.gov.
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Substance Abuse and Mental Health Services Administration (SAMHSA). 2020. Substance use treatment for veterans. Accessed October 24, 2025. https://www.samhsa.gov.
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Mayo Clinic. 2021. Nicotine addiction and tobacco use treatment. Accessed October 24, 2025. https://www.mayoclinic.org.
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U.S. Food and Drug Administration (FDA). 2021. Nicotine replacement therapy and e-cigarettes: FDA regulations and guidelines. Accessed October 24, 2025. https://www.fda.gov.
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U.S. Department of Defense Health Related Behaviors Survey. 2019. Behavioral health and tobacco use in the military. Accessed October 24, 2025. https://www.health.mil.
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National Institute on Drug Abuse (NIDA). 2021. Tobacco use and addiction among veterans. Accessed October 24, 2025. https://www.drugabuse.gov.
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JUUL Labs. 2020. JUUL’s Heroes program for veterans. Accessed October 24, 2025. https://www.juul.com.