A campaign to educate children about the dangers of e-cigarettes has been launched by the U.S. Food and Drug Administration.
“The Real Cost” ad campaign targets nearly 10.7 million 12-17-year-olds who have used or considered using e-cigarettes.
“HHS is committed to comprehensive efforts to protect America’s youth from the dangers of using any tobacco or nicotine-containing products,” said Health and Human Services Secretary Alex Azar.
Federal officials say e-cigarette use by children has reached “epidemic proportions.”
Children who use e-cigarettes are more likely to try combustible cigarettes, according to FDA Commissioner Scott Gottlieb
“Making sure e-cigs aren’t being marketed to, sold to, or used by kids is a core priority and the guiding principle behind our efforts,” Gottlieb added.
With the tagline “Know the Real Cost of Vaping,” the campaign aims to educate youth that using e-cigarettes, just like cigarettes, puts them at risk for addiction and other health consequences, according to the FDA.
The campaign is a nearly $60 million effort funded by user fees collected from the tobacco industry, not by taxpayer dollars, an FDA statement says.