KINGSTON, Jamaica — Chemical skin lightening has become so popular among young people

Jamaica that health officials launched a campaign Friday to teach them about the dangers of using such products.The campaign, “Don’t Kill the Skin,” will begin February in observance of Black History month. The health ministry l put up ads mostly in schools and inner city communities, as well as hold talks and hand out literature about skin bleaching.

“Skin bleaching has become a fast and risky way for young men and women to become beautiful,” Horace Dalley told a group of children at a Kingston library. “The ministry intends to increase its attention on businesses and individuals who use illegal pharmaceutical items and confiscate them.”

The focus will be on products that contain hydroquinone, a substance that reduces the melanin growth in the skin, Dalley said. Hydroquinone is also used as a developing agent in photography and as an antioxidant in rubber and food, according to the US Environmental Protection Agency.

Skin lightening has become increasingly popular among teenagers, and skin bleaching creams can be bought from roadside vendors. Many youth use the creams, or other items on their faces.

Several top dancehall songs discourage people from bleaching their skin, and it’s generally looked down upon in the Caribbean island.

Those who use or sell illegal bleaching products can be fined 50,000 Jamaican dollars (US$745) under the country’s Food and Drug Act.