WASHINGTON, D.C. — Public health education campaigns aimed at curbing youth vaping have achieved massive, measurable success over the last two years, according to new research published by federal health officials.
The U.S. Food and Drug Administration (FDA) announced Wednesday that its signature “The Real Cost” campaign successfully prevented an estimated 444,252 American youth from starting to use e-cigarettes between 2023 and 2024.
The findings were detailed in a peer-reviewed study featured in a special issue of the American Journal of Preventive Medicine (AJPM).
Draining the Illicit Market
Beyond the health metrics, the FDA’s prevention efforts also dealt a major economic blow to the black market for tobacco products. Based on the reduction in youth initiation, federal officials estimate the campaign effectively blocked more than $42 million in sales of unauthorized, illegal e-cigarette products that would have otherwise been purchased and consumed by minors.
The drop in sales hits a sector that regulators have been aggressively targeting: flavored, disposable e-cigarettes smuggled into the country without FDA authorization, which are heavily marketed toward teenagers.
Science-Backed Prevention Works
The success of “The Real Cost” relies heavily on psychological research and targeted advertising on platforms where teens spend the most time, such as social media and streaming services. Rather than simple “just say no” messaging, the campaign highlights the toxic chemicals found in vapes and the reality of nicotine addiction.
“Given the careful research that went into the campaign’s development, it’s no surprise that ‘The Real Cost’ has been so effective at its core goal of preventing youth from starting to use tobacco products,” said Bret Koplow, Ph.D., J.D., acting director of the FDA’s Center for Tobacco Products (CTP). “I’m heartened to see the scientific investment in developing these efforts transformed into real-world success in keeping kids from picking up a cigarette or e-cigarette.”
Ongoing Enforcement
The CTP noted that public education is just one pillar of its multi-front battle against youth vaping. The agency continues to pair these advertising campaigns with strict enforcement measures, including regular retail inspections, warning letters, and civil monetary penalties against manufacturers and retailers caught importing or selling unauthorized e-cigarettes.
Additional research and data regarding the public health impacts of the FDA’s anti-tobacco initiatives can be found in the latest issue of the American Journal of Preventive Medicine.
