FDA says U.S. youth e-cigarette prevention campaign reduced vaping rates

Key highlights:

1. Preventing youth vaping: The U.S. Food and Drug Administration (FDA)-led 'The Real Cost' youth e-cigarette prevention campaign successfully deterred approximately 444,252 American adolescents (aged 11 to 17 at the time of recruitment) from starting to use e-cigarettes between 2023 and 2024.

2. Youth e-cigarette use declines: According to data from the U.S. National Youth Tobacco Survey, the number of middle and high school students currently using e-cigarettes fell from 5.38 million in 2019 to 1.63 million in 2024, reaching the lowest level in a decade.

3. Diverse marketing strategies and creative advertising: 'The Real Cost' youth e-cigarette prevention campaign employed multiple marketing strategies and creative ads, delivering messages to adolescents through youth-oriented communication channels, including digital and streaming platforms, social media, and gaming platforms.

4. Collaborating with federal partners: The FDA also collaborates with federal partners to ensure that those who manufacture, distribute, or sell illegal tobacco products are subject to legal sanctions.

2Firsts, reporting from Shenzhen - On March 14, 2025, the FDA announced that its "The Real Cost" youth e-cigarette prevention campaign successfully prevented approximately 444,252 American adolescents (recruited at ages 11 to 17) from starting to use e-cigarettes between 2023 and 2024. 

The campaign was launched in 2018 under the leadership of President Trump and the results were published in the peer-reviewed scientific journal, the American Journal of Preventive Medicine.

According to data from the National Youth Tobacco Survey, the number of middle and high school students currently using e-cigarettes in the United States has decreased from 5.38 million in 2019 to 1.63 million in 2024, reaching the lowest level in a decade. 

This assessment tracked a nationally representative sample of American youth and found that watching "The Real Cost" advertisements reduced the likelihood of teenagers who had never used e-cigarettes starting to use them.

In addition, adolescence is a critical period for preventing tobacco product use, as the majority of adult tobacco users began using during their teenage years. Dr. Brian King, director of the FDA's Center for Tobacco Products, pointed out that youth tobacco prevention efforts are not only effective, but also a cost-effective way to protect young people from lifelong effects of nicotine addiction.

The Real Cost" youth e-cigarette prevention campaign employs various marketing strategies and creative advertisements to communicate with teenagers through channels like digital and streaming platforms, social media, and gaming platforms. These educational efforts are part of the organization's strategy to reduce and prevent youth tobacco product use. 

The FDA also collaborates with federal partners to ensure that those who manufacture, distribute, or sell illegal tobacco products are legally punished.

Previous research has shown that the "The Real Cost" campaign is a cost-effective strategy by reducing the lifetime risk of tobacco-related diseases and death. 

The campaign is also effective in reducing smoking-related losses such as premature death, expensive medical care, wage losses, decreased productivity, and increased disability, saving $180 for every $1 invested.