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Photo: The Voorhes Some companies are adding so-called authentication stickers to their battery labels, but this anticounterfeiting measure is worthless because it, too, can be counterfeited

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Additional Resources Impact of The Real Cost Media Campaign on Youth Smoking Initiation Cost-Effectiveness Analysis of The Real Cost Campaign's Effect on Smoking Prevention, American Journal of Preventive Medicine How The Real Cost successfully changed youth's risk perceptions and beliefs about smoking, American Journal of Health Promotion Findings on the target audience's awareness, PLOS ONE (2015) Evidence of youth receptivity to the ads during message pretesting, Journal of Health Communication 1

20.4% in 2018 and are more likely to be daily or semi-regular users

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