Youth E-Cigarette Use Falls to Lowest Level in a Decade, FDA Study Reveals
A recent study co-authored by the U.S. Food and Drug Administration (FDA) has revealed a remarkable decline in e-cigarette use among American youth, with the number of middle and high school students currently using e-cigarettes falling to its lowest level in a decade. The study, published in the peer-reviewed scientific journal “American Journal of Preventive Medicine,” found that the FDA’s youth e-cigarette prevention campaign, “The Real Cost,” played a significant role in this reduction.
According to the “National Youth Tobacco Survey,” the number of U.S. middle and high school students who currently use e-cigarettes has dropped from a staggering 5.38 million in 2019 to 1.63 million in 2024. This nearly 70% decline in e-cigarette use among American youth is a testament to the effectiveness of the FDA’s prevention efforts.
Launched in 2018, “The Real Cost” campaign was found to have prevented an estimated 444,252 American youth (aged 11 to 17 at study recruitment) from starting to use e-cigarettes between 2023 and 2024. The study followed a nationally representative sample of U.S. youth over time, collecting information on their exposure to the campaign and their likelihood of trying e-cigarettes.
Acting FDA Commissioner Sara Brenner emphasized the importance of this achievement, stating, “As part of our work to ‘Make America Healthy Again,’ we must ensure that children have a healthy start in life. This includes taking evidence-based actions to prevent youth tobacco product use.“
Brian King, director of the FDA’s Center for Tobacco Products, highlighted the critical role of adolescence in prevention efforts, noting that most adults who use tobacco products begin using them in their teenage years. He added, “Youth tobacco prevention campaigns not only work, but they are also a cost-effective approach to protecting young people from a lifetime of nicotine addiction.“
The success of “The Real Cost” campaign extends beyond its impact on e-cigarette use. A previous study evaluating the campaign found that it prevented up to 587,000 American youth from initiating smoking over a three-year period, with half of them potentially becoming established adult cigarette users. The cigarette prevention campaign also proved to be a cost-saving strategy, saving $180 for every dollar spent on the effort in its first two years. This translates to more than $53 billion in reduced smoking-related costs, such as early loss of life, costly medical care, lost wages, lower productivity, and increased disability.
As the FDA continues its efforts to combat youth tobacco use, the findings of this study serve as a powerful reminder of the importance of evidence-based prevention campaigns. By investing in initiatives like “The Real Cost,” the FDA is not only protecting the health of American youth but also laying the foundation for a healthier future for generations to come.
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