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Mountain View is preparing to implement a citywide ban on the sale of flavored tobacco, electronic cigarettes, and vape-related products. The initiative aims to curb nicotine use, particularly among teens and young adults, following growing concerns about the health impacts of vaping and flavored tobacco.

The City Council voted 6-1 to direct city staff to develop a local ordinance in partnership with Santa Clara County. The proposed ordinance would align Mountain View with other nearby jurisdictions that have already adopted stricter tobacco regulations. The only dissenting vote came from Council Member Lucas Ramirez, who supported even stricter measures such as mandatory ID checks for all tobacco purchases.

Ramirez shared a personal account of growing up in a household with a smoker, emphasizing the need to make tobacco use as difficult as possible. His comments echoed a broader sentiment among the council: a desire to protect community health and prevent nicotine addiction before it begins.

Despite strong statewide regulations under Senate Bill 793—which bans the sale of most flavored tobacco products including flavored e-cigarettes—local officials believe more action is needed. Many California cities have chosen to go further by enacting their own local bans on all e-cigarette sales, regardless of flavoring, in an effort to protect public health and deter youth usage.

Mountain View has received criticism for lagging behind in tobacco control. A public health report graded the city a “C” overall and an “F” specifically for efforts to reduce tobacco product sales. In response, the city is considering adopting Santa Clara County’s Tobacco Retail Permit program, which includes comprehensive licensing, application processing, renewal procedures, fee collection, and the maintenance of a retail database.

Currently, Mountain View does not require the majority of its tobacco retailers to hold a permit. The city does enforce regulations on “significant tobacco retailers,” which are limited to specific areas and must adhere to rules such as employee-only access to tobacco and strict advertising and age restrictions. However, officials believe this narrow scope is insufficient to prevent widespread access.

The new ordinance would significantly expand regulatory oversight by mandating all tobacco and vape retailers obtain a permit through the county’s system. This would create a standardized process for monitoring compliance and enforcing penalties for violations. Council members voiced general support for the initiative but also expressed concern about potentially placing excessive burdens on local businesses.

Council Member Pat Showalter stressed the importance of finding a regulatory “sweet spot” that encourages compliance without discouraging business operations. Meanwhile, Council Member Ramirez reiterated his position that the process to obtain a tobacco sales permit should be intentionally difficult to deter unnecessary retail expansion in this category.

Early outreach efforts by the local police department have already begun, with officers speaking to local vape retailers. According to those conversations, e-cigarette device sales make up only a small portion of total revenue, suggesting that the economic impact of a ban may be limited for most businesses. Additional engagement with business owners and advisory groups is planned before the ordinance is finalized and presented for a full council vote later this year.

Council Member Emily Ann Ramos voiced support for the proposed changes and emphasized the benefits of regional collaboration. She stated that partnering with the county showcases the city’s commitment to cooperative governance and public health, particularly in safeguarding the well-being of its younger residents.

Once enacted, Mountain View’s ordinance would mirror the successful models adopted in nearby cities and reflect growing momentum to eliminate the visibility and accessibility of flavored tobacco and vape products. The long-term goal is to reduce early exposure to nicotine and ultimately change the social norms around tobacco use within the community.

This local effort also responds to widespread concern from parents, health professionals, and educators about the aggressive marketing of flavored tobacco to minors. Mountain View’s plan represents a proactive step toward protecting future generations from the dangers of nicotine addiction. City leaders hope their example encourages broader regional action and sends a clear message that youth health and safety is a priority.

The ordinance is expected to be presented for final council consideration later in the year, after completing the outreach and refinement phase. If adopted, Mountain View would join a growing list of municipalities taking decisive steps to counter youth tobacco use through community-focused policy and health-centered governance.