FDA releases new anti-vaping ads

FDA releases new anti-vaping ads
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The Food and Drug Administration (FDA) is targeting electronic cigarettes and vaping in a new "The Real Cost" campaign. 

The campaign launched in 2014 to educate teens on the risk of cigarette smoking. As e-cigarettes and vaping products become more popular with youth users, the FDA is pivoting its focus. 

The "Real Cost" campaign will include TV ads, online video ads, social media, school posters and its youth-targeted website.


In one 16-second video, titled "Not Your Average Make-Up Tutorial," a teen girl appears to start a typical makeup video, but then quickly ages and her teeth yellow. 

"Smoking can stain your teeth and lead to early wrinkles," the ad reads. 

Another 12-second video shows a painting scraped to reveal yellowing and missing teeth. 

"Smoking cigarettes can stain your teeth and lead to tooth loss," it reads. 

The federal agency said 2.1 million middle and high school students reported they use e-cigarettes by 2017, and that rate increased in 2018. Of the teen users, 80 percent don't see regular use of e-cigarettes as posing harm. 

The FDA claims the "Real Cost" campaign prevented an estimated 350,000 teens ages 11 to 18 from smoking between 2014 and 2016.