Mothers' Views on the PROTECT Act and Youth Vaping Recommendations
April 30, 2024
Rapid Poll

In April 2024, Count on Mothers examined mothers' views on federal recommendations for regulating e-cigarettes — including provisions from the PROTECT Act and the Senate Permanent Subcommittee on Investigations' Youth Vaping Epidemic Report — a study requested by the Subcommittee, led by Senator Richard Blumenthal. Drawing on a nationally representative sample of mothers across regions and the political spectrum, the survey captured firsthand experience with youth vaping and access to e-cigarette products. Mothers showed strong cross-partisan support for strengthened federal research, regulation, and enforcement to reduce youth e-cigarette use.

Related themes:

Family Economic Security and Cost Pressures

Shared Priorities and Cross-Partisan Alignment Among Mothers

  • 78% of mothers support authorizing the CDC to invest $500 million over five years in research and education to reduce youth e-cigarette use.
  • Broad cross-partisan agreement on restricting flavored e-cigarettes that promote youth initiation — support ranged from 86% among very conservative mothers to over 97% among very liberal mothers.
  • 87%–91% of mothers support updating federal marketing regulations to reflect current advertising and promotional practices for age-restricted products.
  • Over 80% of mothers support Congressional assessment of social media age-gating tools and stronger company-level protections for minors.
  • Mothers identified specific access concerns: easy access to vaping products, inadequate ID checks, and purchases through adults — alongside calls for stronger education and enforcement.

Source: Count on Mothers, Mothers' Views on the PROTECT Act and Youth Vaping Recommendations, April 2024. Nationally representative survey of U.S. mothers, n=595, weighted across political ideology and region. Study requested by the U.S. Senate Permanent Subcommittee on Investigations, led by Senator Richard Blumenthal. Research led by a PhD-credentialed researcher and an MPH data scientist.

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Methodology
Count on Mothers conducts nationally representative research with U.S. mothers, weighted to reflect the population and reported in aggregate. Research is led by a PhD + MPH team. Findings have informed policy, industry, and media, and entered the Congressional Record on childcare, paid leave, and technology policy.
Rapid Poll

Issues that Matter Most to Mothers

From January through July 2024, Count on Mothers identified the issues mothers most want federal policymakers to address related to their children's health and safety. The two-stage study began with an open-ended question to mothers over six months, then tested the emerging themes through a structured follow-up survey of mothers across regions and the political spectrum. Five issues consistently rose to the top — substance use, abortion and reproductive health, healthcare access and cost, food access and nutrition, and childcare affordability — with striking consistency across geography, education, and ideology in both what mothers prioritize and the underlying stresses shaping family life.
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In June 2024, Count on Mothers examined mothers' views on major industries and corporate accountability — identifying which sectors mothers find most concerning for families and capturing open-ended feedback directed at corporate leaders. Drawing on a nationally representative sample of mothers across regions and the political spectrum, the survey measured industry-level concern, sentiment toward business leadership, and the institutional pressure points families navigate daily. Mothers showed strong cross-partisan alignment on deep mistrust of corporate decision-making, with consistent concern that profit is prioritized over children's safety and family well-being.
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In-depth

The Impact of Childcare Costs on Families' Financial Security

In May 2024, Count on Mothers examined how childcare costs and access shape U.S. families' financial security — including effects on savings, work hours, net income, career advancement, and long-term earning potential. Drawing on a national sample of mothers across regions and the political spectrum, the survey combined eight quantitative measures with an open-ended question inviting mothers to propose solutions. Findings show that childcare costs exert significant pressure on family finances, employment decisions, and long-term economic security — with patterns largely consistent across the political spectrum.
May 31, 2024
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Rapid Poll

Mothers' Views on the PROTECT Act and Youth Vaping Recommendations

In April 2024, Count on Mothers examined mothers' views on federal recommendations for regulating e-cigarettes — including provisions from the PROTECT Act and the Senate Permanent Subcommittee on Investigations' Youth Vaping Epidemic Report — a study requested by the Subcommittee, led by Senator Richard Blumenthal. Drawing on a nationally representative sample of mothers across regions and the political spectrum, the survey captured firsthand experience with youth vaping and access to e-cigarette products. Mothers showed strong cross-partisan support for strengthened federal research, regulation, and enforcement to reduce youth e-cigarette use.
April 30, 2024
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