A recent study evaluated the impact of The Real Cost campaign on e-cigarette initiation among U.S. youth aged 11 to 18 years. The study estimated that the campaign stopped an estimated 444,252 U.S. youth from initiating e-cigarette use between 2023 and 2024. The investigators demonstrated a significant inverse relationship between campaign exposure and e-cigarette initiation, supporting prior research on public health campaigns in tobacco prevention. Key risk factors for e-cigarette initiation were identified, including higher social media use, greater sensation-seeking tendencies, and lower parental communication satisfaction.

Source: American Journal of Preventive Medicine