The FDA announced Tuesday plans to launch an educational program geared toward discouraging children from using electronic cigarettes, the most commonly used tobacco product among young people.

The announcement comes about a week after the FDA released plans to reduce the amount of nicotine in tobacco products, sending tobacco stocks plummeting.

In early afternoon trading Tuesday, Phillip Morris Int'l (PM) - Get Report was down 0.58%, British American Tobacco (BTI) - Get Report  fell 1.35% and Altria Group Inc (MO) - Get Report  slipped by 0.92%. Outlier Vector Group Ltd (VGR) - Get Report traded up 2.04% after reporting a second quarter earnings beat Friday.

The FDA's "The Real Cost" campaign will release digital educational material about e-cigarette effects on kids starting in 2018. The FDA estimates the ongoing campaign has kept nearly 350,000 children aged 11 to 18 from starting to smoke between 2014 and 2016.

More than 2 million middle- and high school students in the U.S. used e-cigarettes and other vaping devices in 2016. Half of all middle and high school students who use a tobacco product of any kind used two or more, the FDA noted in its statement.

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