FDA Launches "The Real Cost" Youth E-Cigarette Prevention Campaign

The U.S. Food and Drug Administration (FDA) has launched “The Real Cost” Youth E-Cigarette Prevention Campaign, a new, comprehensive effort aimed at educating kids about the dangers of e-cigarettes. The campaign targets nearly 10.7 million youth, aged 12-17, who have used e-cigarettes or are open to trying them, and features hard-hitting advertising on digital and social media sites popular among teens, as well as placing posters with e-cigarette prevention messages in high schools across the nation.

The FDA now believes that youth use of e-cigarettes is reaching epidemic proportions. Over the past several years, e-cigarettes have been the tobacco product most commonly used by youth, and more than 2 million middle and high school students used e-cigarettes in 2017.

With its tagline, "Know the Real Cost of Vaping," the campaign aims to educate youth that using e-cigarettes, puts them at risk for addiction and other health consequences. The messages highlight that nicotine can rewire the brain to crave more nicotine, particularly because adolescent brains are still developing. Other messages highlight that e-cigarettes, among other things, can contain dangerous chemicals such as: acrolein, a chemical that can cause irreversible lung damage; formaldehyde, a cancer-causing chemical; and toxic metal particles, like chromium, lead and nickel, which can be inhaled into the lungs.

Click here to view the FDA website with print and video resources.