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FDA Targets Teens In New 'The Real Cost' Anti-Smoking Ads

The ads focus on smoking's effect on your appearance, from wrinkles to losing teeth, and how the habit can take control of your life.
Posted at 7:57 PM, Feb 04, 2014

The Food and Drug Administration is launching its largest campaign yet to prevent smoking in teens ages 12 to 17. The campaign is called The Real Cost. Take a look.

“Pack of cigarettes.”

“You need a little more, honey.”

“What’s a pack of smokes cost? Your smooth skin.” (Via U.S. Food and Drug Administration)

The ads focus is smoking’s effect on your appearance from wrinkles to losing teeth. Also, how the habit can take control of your life. "Hey, when I say pause the movie, we pause the movie." (Via U.S. Food and Drug Administration)

FDA Commissioner Margaret Hamburg says the ads are meant for the 10 million American teens who could experiment with smoking.

We want them to understand the real costs of picking up that cigarette and smoking it and we hope that we can make a difference. We hope that ultimately we will save lives.” (Via KABC)

While that’s the FDA’s goal, one WABC reporter wanted to see teenagers initial thoughts on how effective the ads will be.

“It drives the point home that people are giving up a lot for smoking but I don’t think there will be an actual effect.”

“I don’t think anybody cares that much.”

“It doesn’t mean anything. It’s just a little weird to see.”

The Washington Post reports the ads will start showing up in outlets like MTV and Teen Vogue. While these initial ads are targeted to a general audience, future ads will target “rural youths, Native Americans, gay teens and those using smokeless tobacco.”

The ads will roll out February 11th.