us FDA e-cigarette

The US FDA (Food and Drug Administration) has announced a new educational campaign which focuses on prevention of youth e-cigarettes and other Electronic Nicotine Delivery System (ENDS) by them.

The agency wanted to extend its previously launched educational campaign ‘The Real Cost’ by messaging youth about the dangers of e-cigarettes. The agency is planning to launch a full-scale campaign in 2018.

FDA Commissioner Scott Gottlieb, M.D stated, “Educating youth about the dangers of tobacco products has been the primary focus of our efforts to reduce the harms caused by these products. Including e-cigarettes and other ENDS products in our prevention work not only makes sense, but it also reflects the troubling reality that they are the most commonly-used tobacco product among youth.”

Gottlieb also added that FDA’s new plan will strike a balance between the regulations of tobacco products and promotes the use of innovative tobacco products which are less dangerous than combustible cigarettes.

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According to the reports, more than 2 million students studying middle and high school are current users of cigarettes and other ENDS in 2016. The nicotine usage in children can affect developing brain and cause addiction to nicotine in future.

The Real Cost campaign has prevented nearly 350,000 young people from the ages between the ages 11-18 from the year 2014-2016.

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