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.
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
