FDA Launches New Campaign: "The Real Cost" Youth E-Cigarette Prevention Campaign
In 2014, e-cigarettes surpassed combustible cigarettes as the most commonly used tobacco product among U.S. middle and high school students reporting current tobacco use. By 2017, more than 2 million teens were currently using e-cigarettes, and parents, teachers, and school administrators across the nation began raising alarm about pervasive e-cigarette use in schools due to the rising popularity of products with high nicotine levels and low aerosol emissions, like JUUL.
JUUL claims to contain as much nicotine as a pack of regular cigarettes in a single “pod,” and even e-cigarettes labeled as “nicotine-free” can still expose users to toxic chemicals known to cause serious health effects.1-7 However, awareness of these potential health risks remains low, with about 80 percent of youth saying they do not see great risk of harm from regular use of e-cigarettes.8 For youth, this low-risk mentality could have devastating consequences. Teens' brains are still developing, making them especially vulnerable to nicotine addiction.9 In fact, nicotine can “rewire” the brain to crave more nicotine, and some research suggests these changes could be permanent.10 Further, emerging evidence suggests e-cigarette use may be harmful to the lungs,11-13 and more research is needed to understand the long-term consequences of using e-cigarettes.
As part of FDA's ongoing efforts to protect youth from the dangers of tobacco use, the agency is expanding its successful youth tobacco prevention campaign, “The Real Cost,” to reach the more than 10 million youth ages 12-17 who have used e-cigarettes or are open to trying them. The campaign urges these teens to “know the real cost of vaping,” with advertising designed to snap teens out of their “cost-free” mentality by educating youth about the potential risks of using e-cigarettes.
The campaign will reach teens where they spend most of their time: in school and online. In addition to a suite of digital content on “The Real Cost” campaign website and social media channels, new ads will run on digital platforms where age is verified, including Hulu, Facebook, Spotify, and YouTube. As teens are increasingly faced with peer-pressure to use e-cigarettes when they are in the school environment, the campaign will also place e-cigarette prevention materials in high schools across the nation, both in school bathrooms and on educational digital platforms accessed by students during the school day. Additional materials for students and educators will be distributed to schools in collaboration with Scholastic and Students Against Destructive Decisions (SADD).
“The Real Cost” Youth E-Cigarette Prevention Campaign is FDA's fourth youth tobacco prevention campaign since 2014. The agency's other campaigns include “The Real Cost” Smoking Prevention Campaign; “The Real Cost” Smokeless Tobacco Prevention Campaign; and “Fresh Empire,” a multicultural tobacco prevention campaign. FDA's campaigns are based on the best available science and are evaluated to measure effectiveness in changing tobacco-related knowledge, attitudes, and beliefs over time.
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