The U.S. Food and Drug Administration (FDA) says youth e-cigarette use is dwindling.
The agency co-authored a study, attributing the numbers to their prevention campaign “The Real Cost.” According to a release, the campaign “was found to have prevented an estimated 444,252 American youth (age 11 to 17 at study recruitment) from starting to use e-cigarettes between 2023 and 2024.” Since 2019, the program has helped youth e-cigarette use decline by 70%.
The study analyzed youth who viewed “The Real Cost” campaigns and how many later starting smoking. According to the FDA, the data “showed that viewing ads from ‘The Real Cost’ lowered chances that youth who had never used an e-cigarette would later initiate use.”
The study is published in the American Journal of Preventive Medicine.
