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Oklahoma Among States Targeted in FDA Smokeless Tobacco Prevention Campaign

U.S. Food and Drug Administration

Oklahoma is one of 20 states the U.S. Food and Drug Administration is targeting with a digital ad campaign meant to curb smokeless tobacco use.

The focus is stopping teenage boys — especially those in rural areas — from using products like dip, chew and snus.

"Here are the numbers. They’re really stark when it comes to Oklahoma compared to the national averages. Nationally, just under 9 percent of teenage boys use smokeless tobacco. In Oklahoma, it’s over 15 percent," said FDA Center for Tobacco Products Director Mitch Zeller.

According to the FDA, rural teen boys are twice as likely to use smokeless tobacco than their city-dwelling peers. Zeller said smokeless tobacco use is often seen as a rite of passage in rural communities.

"They see their dads using smokeless, their uncles, their older brothers, and it’s just ingrained in the culture of growing up in a rural area. And what comes with that is not understanding that there are genuine health risks associated with using smokeless tobacco," Zeller said.

The FDA started its "The Real Cost" campaign in 35 rural markets in 2016. Zeller said even farm boys get on Instagram, Spotify and YouTube from their smartphones nowadays.

"And if you do, growing up in a rural community in Oklahoma, you’re going to be seeing our hard-hitting ads that will deliver the message that smokeless doesn’t mean harmless," Zeller said.

Smokeless tobacco products cause cancer, gum disease and other health problems.

Matt Trotter joined KWGS as a reporter in 2013. Before coming to Public Radio Tulsa, he was the investigative producer at KJRH. His freelance work has appeared in the Los Angeles Times and on MSNBC and CNN.