FDA announced Tuesday that it will pursue a strategic, new public health education effort aimed at discouraging children from using e-cigarettes and other electronic nicotine delivery systems (ENDS). FDA will expand this fall its "The Real Cost" public education initiative to include messaging for teenagers about the risks of using these products, and it will develop a full-scale campaign to launch next year. The efforts are part of FDA's new comprehensive plan for tobacco and nicotine regulation, as well as ongoing efforts to education youth about the risks associated with using all tobacco products. "While we pursue a policy that focuses on addressing the role that nicotine plays in keeping smokers addicted to combustible cigarettes, and to help move those who cannot quit nicotine altogether onto less harmful products, we will also continue to work vigorously to keep all tobacco products out of the hands of kids," said FDA Commissioner Scott Gottlieb, MD. "Educating youth about the dangers of tobacco products has been a cornerstone 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, it reflects the troubling reality that they are the most commonly-used tobacco product among youth." Last year, more than 2 million middle and high school students reported current use of e-cigarettes and other ENDS. In addition, data show that approximately 50% of all middle and high school students who were current tobacco users also used two or more tobacco products last year.