The FDA launched a new, comprehensive campaign to warn kids about the dangers of e-cigarette use as part of the agency’s Youth Tobacco Prevention Plan.
“The Real Cost” Youth E-Cigarette Prevention Campaign will target nearly 10.7 million at-risk youth through digital platforms, social media, and in-school ads nationwide. With its tagline, “Know the Real Cost of Vaping,” the campaign aims to educate youth that using e-cigarettes, just like cigarettes, puts them at risk for addiction and other health consequences. The messages highlight that nicotine can rewire the brain to crave more nicotine, particularly because adolescent brains are still developing. Other messages highlight that e-cigarettes, among other things, can contain dangerous chemicals such as: acrolein, a chemical that can cause irreversible lung damage; formaldehyde, a cancer-causing chemical; and toxic metal particles, like chromium, lead and nickel, which can be inhaled into the lungs.
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