U.S. to Launch $600 Million Campaign to Snuff Out Smoking

The Food and Drug Administration plans to spend about $600 million over five years to discourage kids from becoming smokers and urge current smokers to quit.

As The Associated Press reports, the portion of Americans adults who smoke is down sharply from 1970, when it was nearly 40 percent. But the figure has edged down very slowly over the past five years or so, hitting 19.3 percent in 2010, according to a report from the Centers for Disease Control and Prevention.

The primary audience for the first part of the FDA’s education campaign will be teens and young adults ages 13 to 24. The messages also will be aimed at minorities, gays,  the military, pregnant women and people who are disabled, living in rural areas or low-income.

The campaign will include print and TV advertising, and also will use social media such as Facebook, Twitter and YouTube.

The FDA said tobacco use almost always starts during adolescence and teenagers may be more susceptible to nicotine addiction. About 3,450 kids in the U.S. try their first cigarette every day and 850 become daily smokers, according to the National Survey on Drug Use and Health.

An FDA officials said the agency hopes the first phase will coincide with new graphic warning labels set to appear on cigarette packs by September of  next year. The labels, which are being challenged in court by some tobacco companies, include images of the corpse of a dead smoker, diseased lungs and a smoker wearing an oxygen mask.

Tobacco companies will foot the bill through fees charged by the FDA under a 2009 law.

STUART SILVERSTEIN

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