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The US Food and Drug Administration put out its first TV ads focused on e-cigarette prevention. The effort is part of the FDA's "The Real Cost" youth e-cigarette prevention campaign, a $60 million initiative that launched last year through social media, digital content and posters at high schools nationwide. The campaign aims to reach almost 10.7 million students ages 12 to 17 who might be at risk of vaping or have already started.