The Food and Drug Administration is launching a new advertising campaign aimed at educating teenagers about the dangers of vaping.
The “Real Cost” campaign will target nearly 10.7 million middle and high schoolers aged 12-17 by placing ads in school bathrooms and on social media and educational platforms frequented by teens.
The “hard-hitting” advertising, which will detail the dangerous chemicals that e-cigarettes can contain, will appear on sites including YouTube, Pandora and Instagram.
The new campaign aims to educate youth that using e-cigarettes, just like cigarettes, puts them at risk for addiction and other health consequences.
FDA Commissioners Scott Gottlieb said he understands that e-cigarettes can play a role in helping adults quit smoking, but noted that there needs to be limits to accessing the popular devices.
“The FDA won’t tolerate a whole generation of young people becoming addicted to nicotine as a tradeoff for enabling adults to have unfettered access to these same products,” Gottlieb said in a statement.
“No youth should be using any nicotine-containing product, and the trends underway are more than a small amount of casual experimentation among kids.”
FDA said the campaign is a nearly $60 million effort funded by user fees collected from the tobacco industry, not by taxpayer dollars.
It comes just days after Gottlieb announced a major crackdown on e-cigarette sales to minors, accusing manufacturers and retailers of contributing to an “epidemic” of use among kids and teenagers.
He also announced a possible ban on flavored e-liquid if five of the largest manufacturers can’t come up with adequate plans to keep e-cigarettes out of the hands of those under age 18.
“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 said.