02/04/2014 06:00 AM EST

FDA has launched its first public health education campaign, called ‘The Real Cost,’ to prevent and reduce tobacco use among young people ages 12-17 who are open to smoking or have started to experiment with smoking.

Mitch Zeller, director of FDA’s Center for Tobacco Products, explains why the agency is undertaking this effort, and how it will work.

Read this Consumer Update to learn more about FDA’s efforts to prevent young people from using tobacco products by making sure they know ‘The Real Cost’ to their health.