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The study titled, “#Vape: Measuring E-Cigarette Influence on Instagram With Deep Learning and Text Analysis,” has shown that the FDA’s “The Real Cost” awareness campaign has had little success in deterring teens from vaping.

Launched in 2018, the unusual campaign, which FDA officials had described as “irreverent,” was meant to spread the message that while e-cigarettes deliver addictive nicotine, the toxins in the devices could have unexpected health effects.

“We are acting on very clear science that there’s an epidemic on the way,” said former FDA Commissioner Dr. Scott Gottlieb [...]