FDA Estimates Campaign Prevented Nearly 450,000 Youth from Using E-Cigarettes

A new study published in the American Journal of Preventive Medicine has found that the U.S. Food and Drug Administration’s (FDA) youth e-cigarette prevention campaign, “The Real Cost,” prevented an estimated 444,252 youth between the ages of 11 and 17 from initiating e-cigarette use between 2023 and 2024. The campaign, which launched in 2018, has played a significant role in the nearly 70% decline in youth e-cigarette use since 2019. According to the National Youth Tobacco Survey, the number of middle and high school students currently using e-cigarettes dropped from 5.38 million in 2019 to 1.63 million in 2024, marking the lowest level in a decade.

The study evaluated data from a nationally representative sample of U.S. youth, assessing the impact of campaign advertisements. Findings showed that youth exposed to “The Real Cost” ads were significantly less likely to start using e-cigarettes. The campaign’s success aligns with previous research on tobacco prevention, which has shown that most adult tobacco users begin using these products in adolescence, making early intervention efforts particularly effective. Experts emphasize that such campaigns are not only effective in reducing youth tobacco use but also cost-efficient in preventing long-term health consequences.

Prior studies have highlighted the economic benefits of these prevention efforts. A previous evaluation of “The Real Cost” Youth Cigarette Prevention Campaign found that it prevented up to 587,000 youth from initiating cigarette smoking over a three-year period, potentially saving more than $53 billion in smoking-related costs, including healthcare expenses and lost productivity. The FDA’s Center for Tobacco Products is entirely funded by user fees from tobacco manufacturers and importers, ensuring that these public health initiatives do not rely on taxpayer dollars.

Beyond educational efforts, the FDA continues to enforce regulations on tobacco product manufacturers, distributors, and retailers to prevent illegal sales and marketing of tobacco products to youth. The agency’s strategy includes compliance checks and enforcement actions in collaboration with federal partners. The campaign utilizes digital and social media platforms to effectively reach teens, reinforcing the message that there is no safe tobacco product, and youth should not start using any form of tobacco.

Article by multiple RFHC contributors, based upon information from the U.S. Food and Drug Administration.

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