FDA’s New Anti-Tobacco Campaign to Reach Hip-Hop Youth
From: NACS
The public education initiative dubbed “Fresh Empire” is designed to help hip-hop youth avoid tobacco.
WASHINGTON – The U.S. Food and Drug Administration (FDA) has launched a national public education campaign called Fresh Empire, to prevent and reduce tobacco use among multicultural youth who identify with the hip-hop peer crowd—a group the agency says is hard to reach for anti-tobacco education.
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During a media call, Mitch Zeller, director of the FDA Center for Tobacco Products, commented that Fresh Empire does not address electronic cigarettes directly because the FDA does not have regulatory authority over the products. However, he noted that FDA is moving through the rulemaking process to bring e-cigarettes under FDA’s purview, and that the research process for a youth prevention campaign specific to e-cigarettes has begun.
