The new commercial features street magician and social media personality, Julius Dein, performing magic tricks on people’s e-cigarettes which are magically turned into conventional cigarettes in the advert, the report said. The Agency said that the commercial will be aired on networks, including TeenNick, the CW, MTV and ESPN, as well as social media platforms, CNN reported.
This commercial is part of the FDA’s campaign to prevent youth from vaping, which was launched last year through social media, digital content and posters at high schools throughout the United States. Last year, the Agency found that vaping had increased by almost 80 per cent among high school students and 50 per cent among middle school students, since the previous year.
In a statement, the FDA’s acting commissioner, Ned Sharpless, commented on the release of the new commercial, saying, “As our new ads state: ‘it's not magic, it's statistics,’
“And the potential for kids to become traditional cigarette smokers because of e-cigarettes gives me great pause.”