E-cigarette warnings to arrive in high school bathrooms nationwide

The FDA is launching a first-of-its-kind public service campaign against youth vaping on Tuesday that will try new ways of reaching young people

The FDA will place the ads in 10,000 school bathrooms, where officials say teens are vaping. The agency will use geo-fencing, which allows marketers to reach people within specific locations, to reach populations around middle and high schools. Since 2017, FDA commissioner Scott Gottlieb has discussed e-cigarettes as a potential tool to ween adult smokers off cigarettes, although that benefit hasn't been proven.

"We're in possession of data that shows a disturbingly sharp rise in the number of teens using e-cigarettes in just the past year", FDA Commissioner Dr. Scott Gottlieb said.

I'm anxious about the data we're going to get in 2019.

The "hard-hitting" advertising, which will detail the risky chemicals that e-cigarettes can contain, will also appear on social media and websites that are popular with teens, including YouTube, Pandora and Instagram.

It was also shown that the 18 to 34-year-olds were more likely to vape regularly, occasionally, or at some point in the past compared to the other ages, showing that more than 50% of millennials surveyed had vaped at some point.

"Vaping can deliver nicotine to your brain, reprogramming you to crave more and more", another reads.

"The simple equation is this: vaping may help some people to quit smoking".

Other studies have indicated that while e-cigarettes may have milder effects on the lungs, they are just as bad - if not worse - for the cardiovascular system, raising risks of heart disease and high blood pressure.

The findings of the 2016 National Youth Tobacco Survey of more than 20,000 middle and high school pupils found that about 9% had vaped cannabis.

The new campaign is an extension of the The Real Cost Youth E-Cigarette Prevention Campaign, which the FDA says is a almost $60 million effort funded by fees from the tobacco industry.

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What's more, e-cigarette liquids like Juul pods contain high concentrations of nicotine.

Following smoking policy in schools has gotten trickier to enforce with the use of electronic cigarettes growing in popularity among students.

One of the most popular products is the Juul, e-cigarette.

"Industry must step up this problem", Gottlieb said.

"The new campaign we're announcing today seeks to snap teens out of their "cost-free" mentality regarding e-cigarette use with powerful and creative messages that reach kids where they spend a lot of their time: online and in school", Gottlieb explained.

More: To juul or not to juul? Gottleib, basing his comments on federal figures that will be made public in coming months, said, "We didn't foresee the extent of what's now become one of our biggest challenges".

This summer, the FDA sent warning letters to 1,300 e-cigarette retailers and manufacturers after an "undercover blitz" revealed many were illegally selling to minors.

Products introduced after that date must be subjected to a rigorous scientific review process before they are approved.

The need for this aggressive approach, Center for Tobacco Products Director Mitch Zeller said, is due to the fact that while young people may never consider smoking a cigarette, "about 80% of youth see no problem in the use of e-cigarettes".

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