The U.S. Food and Drug Administration (FDA) announced the publication of a special issue of the American Journal of Preventive Medicine highlighting the public health impact of its “The Real Cost” youth tobacco prevention campaigns. According to a peer-reviewed study included in the publication, the campaign prevented an estimated 444,252 U.S. youths from initiating e-cigarette use between 2023 and 2024. Based on these findings, the FDA estimates that the campaign also prevented more than $42 million in sales of unauthorized e-cigarette products that otherwise would have been consumed by youth. The special issue contains twelve peer-reviewed papers examining the campaign’s development, implementation, and measurable outcomes over the past decade. Research published in the issue found that 75% of surveyed youth reported exposure to at least one e-cigarette prevention advertisement, with particularly strong reach among groups considered at elevated risk of tobacco use. Additional findings showed that campaign-linked resources generated more than 253,000 visits to smoking and vaping cessation services between 2021 and 2022 and contributed to over 11,000 personalized quit plan completions. The FDA stated that the results demonstrate the effectiveness of evidence-based public education in preventing youth tobacco and nicotine product use. The agency also indicated it is exploring future educational initiatives aimed at supporting tobacco harm reduction and smoking cessation among adults while maintaining protections against youth initiation.
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