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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.

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