electronic cigarette and e-cigarette liquid marketing

{{Excerpt|History of tobacco|only=paragraphs}}Smoking is the primary cause of premature death in the US. E-cigarettes and other nicotine delivery systems (e.g., nicotine gum) were introduced in response to the health concerns and associated usage restrictions surrounding smoking. Makers claimed that these products were less harmful to users and bystanders and helped users to reduce their nicotine addiction over time. The nicotine, flavors, and additives that make up the e-cigarette aerosol have their own health impacts, although deemed safe by makers. All these claims have since been examined in hundreds of studies.{{cite web |year=2016 |title=Know The Risks: E-Cigarettes & Young People – Marketing |url=https://e-cigarettes.surgeongeneral.gov/getthefacts.html |publisher=Surgeon General of the United States}} {{PD-notice}}{{rp|8; Chapter 1}}

E-liquids can be flavorless, or have added flavors, such as mint chocolate truffle, whiskey, bubble gum, gummy bears, strawberry mint, pink punch,https://www.mercedsunstar.com/health-wellness/cannabis/article291356090.html and cotton candy.{{cite journal |last1=Arnold |first1=Carrie |year=2014 |title=Vaping and Health: What Do We Know about E-Cigarettes? |journal=Environmental Health Perspectives |volume=122 |issue=9 |pages=A244–A249 |doi=10.1289/ehp.122-A244 |issn=0091-6765 |pmc=4154203 |pmid=25181730}}{{PD-notice}} This product differentiation is one means of broadening the market.

Most developed countries set age limits for e-cigarettes, ranging from 18–21 years. Countries such as Brazil and India ban e-cigarette sales entirely.

{{See also|Foundation for a Smoke-Free World}}

File:IQOS_STORE_UMEDA.jpg of Philip Morris International.]]

As a component of a public relations scheme, one of the tobacco industry's approaches is to finance scientific research. For example, Philip Morris International created and financed the Foundation for a Smoke-Free World.{{cite journal |last1=Daube |first1=Mike |last2=Moodie |first2=Rob |last3=McKee |first3=Martin |year=2017 |title=Towards a smoke-free world? Philip Morris International's new Foundation is not credible |journal=The Lancet |volume=390 |issue=10104 |pages=1722–1724 |doi=10.1016/S0140-6736(17)32561-8 |issn=0140-6736 |pmid=29047432 |s2cid=27725280}} The organization states that it will assist with the idea of "ending smoking in this generation by eliminating the use of cigarettes and other forms of combustible tobacco."{{cite journal |last1=Koh |first1=Howard K. |last2=Geller |first2=Alan C. |year=2018 |title=The Philip Morris International–Funded Foundation for a Smoke-Free World |journal=JAMA |volume=320 |issue=2 |pages=131–132 |doi=10.1001/jama.2018.6729 |issn=0098-7484 |pmid=29913010 |s2cid=49291572}} In 2017, Philip Morris International stated that it will donate $960 million over a 12-year period to the organization.{{cite journal |last1=Rubin |first1=Rita |year=2018 |title=New Foundation Revives Debate About Health Research Funded by Big Tobacco |journal=JAMA |volume=320 |issue=2 |pages=123–125 |doi=10.1001/jama.2018.6975 |issn=0098-7484 |pmid=29913008 |s2cid=49291992}} $80 million each year is approximately 0.1% of Philip Morris International's sales and below 1% of its earnings. However, Philip Morris International allocates billions on various types of promotion and lobbying for the tobacco industry. The organization cannot be considered independent from Philip Morris International, as of September 2018. "Absent true independence achieved through structurally separating the funding, priorities and management of the Foundation from the existing prearrangement that clearly benefits Yach and PMI, the Foundation for a Smoke-Free World may function operationally to advance and amplify tobacco industry messaging and potentially exacerbate conflicts within public health," according to the journal Tobacco Control in 2018.{{cite journal |last1=van der Eijk |first1=Yvette |last2=Bero |first2=Lisa A |last3=Malone |first3=Ruth E |year=2018 |title=Philip Morris International-funded 'Foundation for a Smoke-Free World': analysing its claims of independence |journal=Tobacco Control |volume=26 |issue=10 |pages=tobaccocontrol–2018–054278 |doi=10.1136/tobaccocontrol-2018-054278 |issn=0964-4563 |pmid=3024204 |s2cid=52313085}}

Philip Morris International states that the Foundation for a Smoke-Free World intent is to advance the end of smoking, but tobacco control advocates are skeptical, stating that the company continues to market traditional cigarettes that they know are not safe.{{cite news |last1=Boseley |first1=Sarah |date=13 September 2017 |title=Tobacco company launches foundation to stub out smoking |url=https://www.theguardian.com/society/2017/sep/13/tobacco-company-launches-foundation-to-stub-out-smoking-philip-morris |work=The Guardian}} By promoting the continuation of nicotine addiction with the use of vapes and heated tobacco products, by the tobacco industry still making money from the selling of these products, the Foundation for a Smoke-Free World is merely "a platform for its sponsor's latest products".{{cite journal |last1=Stone |first1=Emily |last2=Marshall |first2=Henry |year=2019 |title=Tobacco and electronic nicotine delivery systems regulation |journal=Translational Lung Cancer Research |volume=8 |issue=S1 |pages=S67–S76 |doi=10.21037/tlcr.2019.03.13 |issn=2218-6751 |pmc=6546633 |pmid=31211107 |doi-access=free}} In 2020, advocacy groups that are indirectly funded by Philip Morris International through the Foundation for a Smoke-Free World are putting out information that contradicts public health officials that are stating that the effect from the use of e-cigarettes is unknown as well as their potential for causing harm. The Global State of Tobacco Harm Reduction (GSTHR) dismissed the relationship between e-cigarette use and making individuals more susceptible to infection from COVID-19. "Such spin can take a dangerous toll, not just on public health but now on the global economy as well," stated Michél Legendre, a campaign manager at the not-for-profit Corporate Accountability International.{{cite news |last=Shapiro |first=Harry |title=Burning Issues: the Global State of Tobacco Harm Reduction |url=https://gsthr.org/resources/item/burning-issues-global-state-tobacco-harm-reduction-2020}}

Philip Morris International anticipates a future without traditional cigarettes, but campaigners and industry analysts call into question the probability of traditional cigarettes being dissolved, by either e-cigarettes or other products like IQOS.{{cite news |last1=Davies |first1=Rob |last2=Monaghan |first2=Angela |date=30 November 2016 |title=Philip Morris's vision of cigarette-free future met with scepticism |url=https://www.theguardian.com/business/2016/nov/30/philip-morris-stop-selling-cigarettes-alternative-iqos |work=The Guardian}} Outside of an IQOS store in Canada, marketing included a display sign on the pavement with the message, 'Building a Smoke-Free Future'.{{cite journal |last1=Mathers |first1=Annalise |last2=Schwartz |first2=Robert |last3=O'Connor |first3=Shawn |last4=Fung |first4=Michael |last5=Diemert |first5=Lori |year=2018 |title=Marketing IQOS in a dark market |journal=Tobacco Control |volume=28 |issue=2 |pages=tobaccocontrol–2017–054216 |doi=10.1136/tobaccocontrol-2017-054216 |issn=0964-4563 |pmid=29724866 |s2cid=19103708}} Philip Morris International has opened IQOS stores in Japan and other places around the world.{{cite news |last1=Harlay |first1=Jérôme |date=26 September 2016 |title=Switzerland: Philip Morris' Flagship Store to open in Lausanne for IQOS products |url=https://www.vapingpost.com/2016/09/26/switzerland-philip-morris-flagship-store-to-open-in-lausanne-for-iqos-products/ |publisher=VapingPost}} the emissions of Philip Morris International's IQOS product produce both aerosol and smoke. In 2012, Phillip Morris International researchers stated that this product produces smoke. Phillip Morris International made the decision in 2016 that the IQOS product does not produce smoke. In 2017, a commentary published in JAMA Internal Medicine was written by a Swiss scientist. That angered Phillip Morris International because it stated that the IQOS product generated smoke.{{cite journal |last1=Dautzenberg |first1=B. |last2=Dautzenberg |first2=M.-D. |year=2018 |title=Le tabac chauffé: revue systématique de la littérature |trans-title=Systematic analysis of the scientific literature on heated tobacco |journal=Revue des Maladies Respiratoires |language=fr |volume=36 |issue=1 |pages=82–103 |doi=10.1016/j.rmr.2018.10.010 |issn=0761-8425 |pmid=30429092 |doi-access=free}}

{{external media|video1=[https://www.dailymotion.com/video/x3f61b2 Death In The West (Full-length Documentary)]|float=right}}

Death in the West is a 1976 anti-smoking documentary film. Reporter Peter Taylor got Helmut Wakeham, then vice president of Philip Morris USA's science and technology, to acknowledge that there are carcinogens found in regular cigarettes. Wakeham stated: "There are all kinds of things that are unhealthy...what are we to do, stop living?" Wakeham also stated, "The average doctor is a layman with respect to intimate knowledge of smoking and health." When Taylor pushed him again about the carcinogens, he responded, "Anything can be considered harmful. Apple sauce is harmful if you get too much of it." Taylor interviewed American cowboy Bob Julian next to a campfire. Julian stated: "I started smoking when I was a kid following these broncobusters." He added, "I thought that to be a man you had to have a cigarette in your mouth. It took me years to discover that all I got out of it was lung cancer. I'm going to die a young man." Julian died just a few months after being interviewed.{{cite web |last1=Hochschild |first1=Adam |date=March–April 1996 |title=Shoot-Out in Marlboro Country (cont'd) |url=https://www.motherjones.com/politics/1996/03/shoot-out-marlboro-country-contd |work=Mother Jones}}

File:How_an_E-cigarette_works.jpg's report entitled How an E-cigarette works]]

Brand marketing is particularly important for commodity products such as e-cigarettes, because the products are similar. Branding helps differentiate such products.{{rp|157; Chapter 4}} Leading e-cigarette makers are partially or wholly owned by tobacco companies.{{cite journal |last1=Britton |first1=John |last2=Arnott |first2=Deborah |last3=McNeill |first3=Ann |last4=Hopkinson |first4=Nicholas |year=2016 |title=Nicotine without smoke—putting electronic cigarettes in context |url=http://eprints.nottingham.ac.uk/35821/1/Britton%202016%20BMJ.pdf |journal=BMJ |volume=353 |page=i1745 |doi=10.1136/bmj.i1745 |issn=1756-1833 |pmid=27122374 |s2cid=22239741 |archive-url=https://web.archive.org/web/20180720042940/http://eprints.nottingham.ac.uk/35821/1/Britton%202016%20BMJ.pdf |archive-date=2018-07-20 |access-date=2019-09-07}} Promoting e-cigarettes allows tobacco companies to rebrand themselves as helping to end smoking.{{cite journal |last1=Jenssen |first1=Brian P. |last2=Boykan |first2=Rachel |year=2019 |title=Electronic Cigarettes and Youth in the United States: A Call to Action (at the Local, National and Global Levels) |journal=Children |volume=6 |issue=2 |page=30 |doi=10.3390/children6020030 |issn=2227-9067 |pmc=6406299 |pmid=30791645 |doi-access=free}}{{CC-notice|cc=by4|url=https://www.mdpi.com/2227-9067/6/2/30/htm|author(s)=Brian P. Jenssen and Rachel Boykan}}

Television and radio advertising of tobacco have been prohibited in the US since 1971, with more restrictions added in 2019. These regulations, however, do not cover e-cigarettes.

E-cigarette companies' promotional tactics include television advertisements; point of sale advertisements, social media; Influencers, search engine advertising, web sites for individual products and those that focus on music, entertainment, and sports; and sponsorships and free samples. The use of social media seems to be the primary promotional channel. For example, Juul's successful campaign concentrated on social media. Many of these channels are closed to traditional cigarettes.

Meanwhile, e-cigarette advertising reaches youth. In 2016, 78.2% of middle and high school students – 20.5 million youth – were exposed to e-cigarette advertisements. Ad exposure increases intention to use e-cigarettes among adolescent non-users, and is associated with current e-cigarette use, in a dose-dependent fashion: increasing exposure is associated with increased odds of use. However, youth smoking has reached record lows in the US.{{Cite web |title=Youth Tobacco Use |url=https://progressreport.cancer.gov/prevention/tobacco/youth_smoking |access-date=2025-03-10 |website=progressreport.cancer.gov |language=en}}

E-cigarettes are promoted as a smoking cessation device, a smoking alternative, and as a recreational activity whereby the user can create personal vaping experiences with the use of flavors, device modification, and vape tricks.{{cite journal |last1=McCausland |first1=Kahlia |last2=Maycock |first2=Bruce |last3=Leaver |first3=Tama |last4=Jancey |first4=Jonine |year=2019 |title=The Messages Presented in Electronic Cigarette–Related Social Media Promotions and Discussion: Scoping Review |journal=Journal of Medical Internet Research |volume=21 |issue=2 |page=e11953 |doi=10.2196/11953 |issn=1438-8871 |pmc=6379814 |pmid=30720440 |doi-access=free}}{{CC-notice|cc=by4|url=https://www.jmir.org/2019/2/e11953/|author(s)=Kahlia McCausland, Bruce Maycock, Tama Leaver, and Jonine Jancey}}

As of 2019 transnational tobacco companies dominated the market, including British American Tobacco, Imperial Brands, the Altria Group, Reynolds American, Philip Morris International, and Japan Tobacco International.

In contrast to cigarette and smokeless tobacco businesses, e-cigarette businesses are not mandated to provide their marketing and promotional spending to the US Federal Trade Commission, therefore, the total amount they spend is uncertain, as of 2018. E-cigarette businesses have largely expanded their marketing spending. As of 2017, e-cigarette advertisement spending across every media channel is rising every year.{{cite journal |last1=Glasser |first1=Allison M. |last2=Collins |first2=Lauren |last3=Pearson |first3=Jennifer L. |last4=Abudayyeh |first4=Haneen |last5=Niaura |first5=Raymond S. |last6=Abrams |first6=David B. |last7=Villanti |first7=Andrea C. |year=2017 |title=Overview of Electronic Nicotine Delivery Systems: A Systematic Review |journal=American Journal of Preventive Medicine |volume=52 |issue=2 |pages=e33–e66 |doi=10.1016/j.amepre.2016.10.036 |issn=0749-3797 |pmc=5253272 |pmid=27914771}} As of 2016, the majority of the large tobacco businesses owned at least one e-cigarette brand and these products are quickly becoming a substantial part of the total advertising spending.{{cite book |author=Richard Lindsay |url=https://books.google.com/books?id=1tPvDAAAQBAJ&pg=PA352 |title=Ad Law: The Essential Guide to Advertising Law and Regulation |date=3 September 2016 |publisher=Kogan Page |isbn=978-0-7494-7290-0 |page=352}} As of 2017, all the large tobacco businesses were offering e-cigarettes.

US e-cigarette marketing expenditures increased from $3.6 million in 2010 to $125 million in 2014, which translated into rapid increases in youth e-cigarette use.{{cite journal |last1=Glantz |first1=Stanton A. |last2=Bareham |first2=David W. |date=January 2018 |title=E-Cigarettes: Use, Effects on Smoking, Risks, and Policy Implications |journal=Annual Review of Public Health |volume=39 |issue=1 |pages=215–235 |doi=10.1146/annurev-publhealth-040617-013757 |issn=0163-7525 |pmc=6251310 |pmid=29323609}}{{CC-notice|cc=by4|url=http://www.annualreviews.org/doi/pdf/10.1146/annurev-publhealth-040617-013757|author(s)=Stanton A. Glantz and David W. Bareham}} Between January 1, 2008, and June 30, 2012, 131 different brands were advertised.{{cite journal |last1=Kornfield |first1=Rachel |last2=Huang |first2=Jidong |last3=Vera |first3=Lisa |last4=Emery |first4=Sherry L |year=2015 |title=Rapidly increasing promotional expenditures for e-cigarettes |journal=Tobacco Control |volume=24 |issue=2 |pages=110–111 |doi=10.1136/tobaccocontrol-2014-051580 |issn=0964-4563 |pmc=4214902 |pmid=24789603}} The majority were e-cigarette brands along with a few retailer brands such as Vaporium. In 2013, blu accounted for more than 60% of spending followed by Njoy, Fin, Mistic, and 21st Century Smoke. Six large e-cigarette businesses in the US spent $59.3 million on promoting e-cigarettes in 2013.

E-Lites, Vype, SKYCIG, NJOY, and Gamucci e-cigarette businesses spent approximately £8.4 million in the UK in 2013. British American Tobacco spent £3.6 million in the UK in marketing its Vype product in 2014.

Between 2015 and 2017, Juul spent $2.1 million in marketing efforts.{{cite journal |last1=Huang |first1=Jidong |last2=Duan |first2=Zongshuan |last3=Kwok |first3=Julian |last4=Binns |first4=Steven |last5=Vera |first5=Lisa E |last6=Kim |first6=Yoonsang |last7=Szczypka |first7=Glen |last8=Emery |first8=Sherry L |year=2018 |title=Vaping versus JUULing: how the extraordinary growth and marketing of JUUL transformed the US retail e-cigarette market |journal=Tobacco Control |volume=28 |issue=2 |pages=tobaccocontrol–2018–054382 |doi=10.1136/tobaccocontrol-2018-054382 |issn=0964-4563 |pmc=6274629 |pmid=29853561}}

Manufacturers noticed the fast rise in consumer interest in e-cigarettes, so they quickly pushed to expand the sale of their products to brick-and-mortar retail stores.Sales of cigalikes and related products were first observed in Nielsen's store-scanner database in 2007, and between 2009 and 2012, retail sales of e-cigarettes expanded to all major markets in the US.{{rp|150; Chapter 4}}

File:Quarterly promotional spending for e-cigarettes, 2010–2014.png

E-cigarette advertisements are found in all forms of media, including television and radio where traditional cigarette advertisements were banned more than 40 years ago.{{cite news |date=January 2015 |title=State Health Officer's Report on E-Cigarettes: A Community Health Threat |url=https://www.cdph.ca.gov/Programs/CCDPHP/DCDIC/CTCB/CDPH%20Document%20Library/Policy/ElectronicSmokingDevices/StateHealthEcigReport.pdf |website=California Tobacco Control Program |pages=1–21 |agency=California Department of Public Health}}{{PD-notice}}{{rp|7}} Some e-cigarette advertisements from about the last two years leading up to 2013 looked very similar to tobacco advertisements appearing in the 1960s, 1950s, and 1930s.{{cite news |author=Richard Feloni |date=5 November 2013 |title=The New E-Cigarette Ads Look Exactly Like Old-Schogarette Promos |url=http://www.businessinsider.com/democrats-link-e-cigarette-ads-to-older-promos-2013-11 |work=Business Insider}}

E-cigarette advertisements are on television, radio, magazines, newspapers, online, and in retail stores.{{rp|7}} Early on, e-cigarettes were mainly advertised online.{{cite book |author1=Hiram E. Fitzgerald |url=https://books.google.com/books?id=LfU-DwAAQBAJ&pg=PA226 |title=Alcohol Use Disorders: A Developmental Science Approach to Etiology |author2=Leon I. Puttler |publisher=Oxford University Press |year=2018 |isbn=978-0-19-067600-1 |page=226}} From 2011 to 2013, e-cigarette television ad frequency rose 256%.{{cite journal |last1=Payne |first1=JD |last2=Orellana-Barrios |first2=M |last3=Medrano-Juarez |first3=R |last4=Buscemi |first4=D |last5=Nugent |first5=K |year=2016 |title=Electronic cigarettes in the media. |journal=Proc (Bayl Univ Med Cent). |volume=29 |issue=3 |pages=280–3 |doi=10.1080/08998280.2016.11929436 |pmc=4900769 |pmid=27365871}} Between 2010 and 2014, e-cigarettes were second only to traditional cigarettes as the top advertised product in magazines.{{cite journal |last1=Collins |first1=Lauren |last2=Glasser |first2=Allison M |last3=Abudayyeh |first3=Haneen |last4=Pearson |first4=Jennifer L |last5=Villanti |first5=Andrea C |year=2018 |title=E-Cigarette Marketing and Communication: How E-Cigarette Companies Market E-Cigarettes and the Public Engages with E-cigarette Information |journal=Nicotine & Tobacco Research |volume=21 |issue=1 |pages=14–24 |doi=10.1093/ntr/ntx284 |issn=1462-2203 |pmc=6610165 |pmid=29315420}} The three most common media were print, television, and e-mail, and spending was highest for print advertisements, as of 2014.{{rp|158; Chapter 4}}

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| quote = The manufacturers of these products have established a massive online presence, many apparently from individual users (self-styled as 'vapers') whose enthusiasm for these products is such that they seem to spend many hours each day blogging and tweeting their benefits free from the constraints that would be imposed if they were producing official advertisements. More worryingly, they also engage in grossly offensive online attacks on anyone who has the temerity to suggest that ENDS are anything other than an innovation that can save thousands of lives with no risks.

| source = Postgraduate Medical Journal{{cite journal|last1=McKee|first1=M.|title=Electronic cigarettes: peering through the smokescreen|journal=Postgraduate Medical Journal|volume=90|issue=1069|year=2014|pages=607–609|issn=0032-5473|url=http://pmj.bmj.com/content/90/1069/607.full.pdf+html|doi=10.1136/postgradmedj-2014-133029|pmid=25294933|doi-access=free}}

| width = 33%

}}

E-cigarettes are heavily promoted across all media outlets.{{cite journal |last1=Chatterjee |first1=Kshitij |last2=Alzghoul |first2=Bashar |last3=Innabi |first3=Ayoub |last4=Meena |first4=Nikhil |year=2016 |title=Is vaping a gateway to smoking: a review of the longitudinal studies |journal=International Journal of Adolescent Medicine and Health |volume=30 |issue=3 |doi=10.1515/ijamh-2016-0033 |issn=2191-0278 |pmid=27505084 |s2cid=23977146}}

E-cigarette businesses promote their e-cigarette products on Facebook, Instagram,{{rp|7}} YouTube, Twitter,{{cite journal |last1=Biyani |first1=Sneh |last2=Derkay |first2=Craig S. |year=2017 |title=E-cigarettes: An update on considerations for the otolaryngologist |journal=International Journal of Pediatric Otorhinolaryngology |volume=94 |pages=14–16 |doi=10.1016/j.ijporl.2016.12.027 |issn=0165-5876 |pmid=28167004}} and Online blogs and forums offer user-created promotional content.{{cite journal |last1=Richardson |first1=Amanda |last2=Ganz |first2=Ollie |last3=Vallone |first3=Donna |year=2015 |title=Tobacco on the web: surveillance and characterisation of online tobacco and e-cigarette advertising |journal=Tobacco Control |volume=24 |issue=4 |pages=341–347 |doi=10.1136/tobaccocontrol-2013-051246 |issn=0964-4563 |pmid=24532710 |doi-access=free}}{{cite journal |last1=McCausland |first1=Kahlia |last2=Maycock |first2=Bruce |last3=Jancey |first3=Jonine |year=2017 |title=The messages presented in online electronic cigarette promotions and discussions: a scoping review protocol |journal=BMJ Open |volume=7 |issue=11 |page=e018633 |doi=10.1136/bmjopen-2017-018633 |issn=2044-6055 |pmc=5695349 |pmid=29122804}} and Groupon.{{rp|50}}

E-cigarettes are marketed across multiple feeds, offering discounts, "kid-friendly" flavors, algorithmically generated false testimonials, and free samples.{{cite journal |last1=Niaura |first1=Raymond |last2=Clark |first2=Eric M. |last3=Jones |first3=Chris A. |last4=Williams |first4=Jake Ryland |last5=Kurti |first5=Allison N. |last6=Norotsky |first6=Mitchell Craig |last7=Danforth |first7=Christopher M. |last8=Dodds |first8=Peter Sheridan |year=2016 |title=Vaporous Marketing: Uncovering Pervasive Electronic Cigarette Advertisements on Twitter |journal=PLOS ONE |volume=11 |issue=7 |page=e0157304 |doi=10.1371/journal.pone.0157304 |issn=1932-6203 |pmc=4943591 |pmid=27410031 |doi-access=free}} Some business accounts promote vaping as an aid to quitting smoking.{{citation needed|date=March 2025}} Promotional videos provide information on how to use such products.{{cite journal |last1=Kong |first1=G. |last2=Morean |first2=M. E. |last3=Cavallo |first3=D. A. |last4=Camenga |first4=D. R. |last5=Krishnan-Sarin |first5=S. |year=2014 |title=Reasons for Electronic Cigarette Experimentation and Discontinuation Among Adolescents and Young Adults |journal=Nicotine & Tobacco Research |volume=17 |issue=7 |pages=847–854 |doi=10.1093/ntr/ntu257 |issn=1462-2203 |pmc=4674436 |pmid=25481917}}

Vendors such as Eonsmoke paid YouTubers to review their products on YouTube.{{cite news |author=Allie Conti |date=5 February 2018 |title=This 21-Year-Old Is Making Thousands a Month Vaping on YouTube |url=https://www.vice.com/en/article/this-21-year-old-is-making-thousands-a-month-vaping-on-youtube/ |work=Vice}} Most videos associated with vaping portray it as a safe and cool replacement to smoking. E-cigarette businesses have advertised online on Google Search, Yahoo! Search, and Bing.{{cite journal |last1=Noel |first1=J. K. |last2=Rees |first2=V. W. |last3=Connolly |first3=G. N. |year=2011 |title=Electronic cigarettes: a new 'tobacco' industry? |url=https://scholarsarchive.jwu.edu/cgi/viewcontent.cgi?article=1056&context=health_fac |journal=Tobacco Control |volume=20 |issue=1 |page=81 |doi=10.1136/tc.2010.038562 |issn=0964-4563 |pmid=20930060 |s2cid=21602559}}

Juul paid Instagram influencers to publicize their products and offered thousands of free samples at launch parties. Attendees were encouraged to post selfies on social media. After a 2010 law was revised to include e-cigarettes, Juul started asking people to pay a $1.00 for the device.{{cite news |author=Erin Brodwin |date=26 November 2018 |title=See how Juul turned teens into influencers and threw buzzy parties to fuel its rise as Silicon Valley's favorite e-cig company |url=https://www.businessinsider.com/stanford-juul-ads-photos-teens-e-cig-vaping-2018-11 |work=Business Insider}}{{cite news |last1=Wolf |first1=Janine |date=26 April 2018 |title=Teenagers love vaping flavors, and it's a regulatory nightmare |url=https://www.denverpost.com/2018/04/27/vaping-popular-teenagers-regulations/ |work=The Denver Post |publisher=Bloomberg News}}

In August 2017, a Twitter advertisement for Juul's "creme brulee" pods asked people to retweet if they savored the "dessert without the spoon".{{cite news |author=Erin Brodwin |date=26 October 2018 |title=$15 billion startup Juul used 'relaxation, freedom, and sex appeal' to market its creme-brulee-flavored e-cigs on Twitter and Instagram — but its success has come at a big cost |url=https://www.businessinsider.com/juul-e-cig-marketing-youtube-twitter-instagram-social-media-advertising-study-2018-10 |work=Business Insider}} In May 2018, Juul's Twitter account had no age restrictions.{{cite web |first=Laura |last=Bach |date=31 May 2018 |title=JUUL and Youth: Rising E-Cigarette Popularity |url=https://www.tobaccofreekids.org/assets/factsheets/0394.pdf |publisher=Campaign for Tobacco-Free Kids |pages=1–4}}

Juul announced in June 2018 a new social media approach that ended its use of models on social media. instead featuring former smokers who switched to Juul.{{cite news |author=Jordan Crook |date=14 June 2018 |title=Juul tightens up social media to focus on former smokers switching to e-cigs |url=https://techcrunch.com/2018/06/14/juul-tightens-up-social-media-to-focus-on-former-smokers-switching-to-e-cigs/ |publisher=TechCrunch}}

A Facebook page had the message: "V-Shisha sunshine promo!! Save 20% ... off our 5-pack of 0% nicotine, fruity and sparkly disposables."{{cite journal |last1=Andrade |first1=M. d. |last2=Hastings |first2=G. |last3=Angus |first3=K. |year=2013 |title=Promotion of electronic cigarettes: tobacco marketing reinvented? |url=http://dspace.stir.ac.uk/bitstream/1893/18225/1/deAndrade_etal_BMJ13.pdf |journal=BMJ |volume=347 |issue=dec20 1 |page=f7473 |doi=10.1136/bmj.f7473 |issn=1756-1833 |pmid=24361526 |s2cid=1866758 |hdl-access=free |hdl=1893/18225}}

E-cigarettes have been marketed on Facebook even though its policy does not allow that, and in a many cases, age restrictions were not implemented.{{cite news |date=5 April 2018 |title=Facebook is used to promote tobacco, despite policies against it, study finds |url=https://www.cbsnews.com/news/facebook-tobacco-products-promotion-sales-study/ |publisher=CBC}} A 2018 study reported that less than 50% of the nicotine-related pages they visited restricted youth access.{{cite news |author=Jon Christian |date=6 April 2018 |title=Dear ABC News Fixer: Burning Over E-Cigarette Problem |url=https://theoutline.com/post/4061/no-wonder-the-teens-are-vaping |publisher=The Outline}} Fruit flavored e-liquids are the most commonly marketed on social media.{{cite book |author1=Xiaolong Zheng |url=https://books.google.com/books?id=cM5yCwAAQBAJ&pg=PA279 |title=Smart Health: International Conference, ICSH 2015, Phoenix, AZ, USA, November 17-18, 2015. Revised Selected Papers |author2=Daniel Dajun Zeng |author3=Hsinchun Chen |author4=Scott J. Leischow |date=22 January 2016 |publisher=Springer |isbn=978-3-319-29175-8 |page=283}}

^aInformation not available.

E-cigarette brands use websites for direct-to-consumer marketing (e.g., direct mail and direct e-mail).{{rp|157; Chapter 4}}{{cite news |last=Elliott |first=Debbie |date=3 March 2014 |title=E-Cigarette Critics Worry New Ads Will Make 'Vaping' Cool For Kids |url=https://www.npr.org/2014/03/03/284006424/e-cigarette-critics-worry-new-ads-will-make-vaping-cool-for-kids |publisher=National Public Radio}} Vapestick designed a PC game dubbed Electronic cigarette wars.{{cite web |last1=Wilder |first1=Natalie |last2=Daley |first2=Claire |last3=Sugarman |first3=Jane |last4=Partridge |first4=James |date=April 2016 |title=Nicotine without smoke: Tobacco harm reduction |url=https://www.rcplondon.ac.uk/projects/outputs/nicotine-without-smoke-tobacco-harm-reduction-0 |website=Royal College of Physicians |pages=1–191 |location=UK}}{{rp|138}} E-cigarette ads appeared in My Dog My Style, an iPad game designed for children.{{cite journal |last1=Wise |first1=J. |year=2013 |title=E-cigarette marketing is aimed at youngsters, says charity |journal=BMJ |volume=347 |issue=nov27 1 |page=f7124 |doi=10.1136/bmj.f7124 |issn=1756-1833 |pmid=24284345 |s2cid=5715417}} The company blamed an error by its ad agency.{{cite news |last1=Dredge |first1=Stuart |date=28 October 2017 |title=British American Tobacco apologises for advertising e-cigarette in kids' app |url=https://www.theguardian.com/technology/2013/oct/28/british-american-tobacco-apologises-for-advertising-e-cigarette-in-kids-app |work=The Guardian}} Flavor plays a significant role for the marketing of e-cigarettes online, which encourages users to communicate with one another, in addition to providing a positive experience to the user.{{cite book |last1=Liang |first1=Yunji |title=Smart Health |last2=Zheng |first2=Xiaolong |last3=Zeng |first3=Daniel Dajun |last4=Zhou |first4=Xingshe |year=2016 |isbn=978-3-319-29174-1 |series=Lecture Notes in Computer Science |volume=9545 |pages=278–283 |chapter=Impact of Flavor on Electronic Cigarette Marketing in Social Media |doi=10.1007/978-3-319-29175-8_26 |issn=0302-9743}}

File:E-cigarette_sponsorship_of_an_event.png

Sporting events such as football, motor racing, golf, powerboat, and superbike racing are used to promote e-cigarettes.{{rp|48}}{{cite news |date=12 May 2011 |title=Electronic Cigarettes Debut at NASCAR Event, Enter the Club Scene |url=https://finance.yahoo.com/news/Electronic-Cigarettes-Debut-iw-3171511391.html |publisher=Yahoo! Finance |agency=Marketwired}}{{cite news |author=Jonathan Evans |date=21 August 2013 |title=Name change to Cigg-e Stadium for football club |url=https://www.walesonline.co.uk/news/local-news/merthyr-towns-football-ground-becomes-5760962 |publisher=Wales Online}}{{cite news |author=Tanya Sinkovits |date=14 April 2014 |title=Report: E-Cigarettes Appealing to Kids |url=https://wgno.com/2014/04/14/report-e-cigarettes-appealing-to-kids/ |publisher=WGNO |agency=CNN}}

Initially, e-cigarettes were exempted from the sponsorship ban that expelled tobacco makers.{{rp|159; Chapter 4}} R. J. Reynolds sponsored the 2014 Kool Jazz Festival. Other venues included bars, concerts, and music festivals.{{cite news |author=Carly Cardellino |date=5 September 2013 |title=Electronic Cigarettes Available for Free at Fashion Week |url=https://www.cosmopolitan.com/style-beauty/fashion/advice/a4736/nyfw-2013-cigarettes/ |work=Cosmopolitan}}{{rp|159, 163; Chapter 4}}{{cite news |author=Michael Felberbaum |date=3 August 2013 |title=Old tobacco playbook gets new use by e-cigarettes |url=https://finance.yahoo.com/news/old-tobacco-playbook-gets-e-125912186.html |publisher=Yahoo! Finance |agency=Associated Press}} In 2012 and 2013, free samples were provided by six e-cigarette businesses at an estimated 348 events.

Research funded by industry participants produced many studies.{{cite news |date=3 June 2013 |title=Logic Sponsors Ablow's E-Cig Study |url=https://www.cspdailynews.com/category-news/tobacco/articles/logic-sponsors-ablows-e-cig-study |work=CSP magazine}}{{cite web |author=Richard Craver |date=21 July 2014 |title=Reynolds sponsors study of e-cig vapor smoke |url=https://www.journalnow.com/business/business_news/local/reynolds-sponsors-study-of-e-cig-vapor-smoke/article_93307caa-10f6-11e4-9358-0017a43b2370.html |work=Winston-Salem Journal}}{{cite news|url=https://www.reuters.com/article/us-health-ecigarettes-research-insight-idUSKBN0KV11J20150122|title=The smoke around e-cig science|first=Sara |last=Ledwith|publisher=Reuters|date=22 January 2015}}{{cite journal |last1=Tan |first1=Andy S L |last2=Soneji |first2=Samir |last3=Moran |first3=Meghan Bridgid |last4=Choi |first4=Kelvin |year=2019 |title=JUUL Labs' sponsorship and the scientific integrity of vaping research |journal=The Lancet |volume=394 |issue=10196 |pages=366–368 |doi=10.1016/S0140-6736(19)31718-0 |issn=0140-6736 |pmc=6686877 |pmid=31379323}}

In 2010, Arbi Group Srl from Italy, who is a vaping distributor in Europe, sponsored a large amount of research by a group at the University of Catania in Sicily, who organized and carried out a randomized trial, which was cited in a 2015 Cochrane review. The group was coordinating 9 of the 48 e-cigarette trials registered with the National Institutes of Health, as of 2015. Professor Riccardo Polosa, who constructed the trial, stated, "we were stuck accepting money from e-cigarette owners because there was no other way to carry out research."

In 2019, a review in the Translational Lung Cancer Research journal stated:

{{cquote|The industry continues to fund pro-vaping opinion, for example, 'moderate' doctors misreporting evidence, reaffirming their 'divide and conquer' strategy again in 2014, lobbying groups, sham supportive campaigns and front groups coordinated by tobacco companies particularly in economically wealthy countries with falling cigarette consumption, whilst at the same time continuing to aggressively market cigarettes in Africa and Asia.{{cite journal|last1=Stone|first1=Emily|last2=Marshall|first2=Henry |title=Tobacco and electronic nicotine delivery systems regulation|journal=Translational Lung Cancer Research|volume=8|issue=S1|year=2019|pages=S67–S76|issn=2218-6751|doi=10.21037/tlcr.2019.03.13|pmc=6546633|pmid=31211107 |doi-access=free }}

}}

Research paid for by the tobacco industry continued as of 2019. Danish doctor Charlotta Pisinger, who worked at quit-smoking clinics, stated in 2015 that a third of vaping studies had a conflict of interest because they were paid for by vaping businesses, pharmaceutical businesses and/or tobacco businesses. A 2019 review concluded that 95.1% of research without and 39.4% of conflicted research concluded that vaping was potentially harmful, while 7.7% of research associated with the tobacco industry reported that they are potentially harmful.{{cite journal |last1=Pisinger |first1=Charlotta |last2=Godtfredsen |first2=Nina |last3=Bender |first3=Anne Mette |year=2019 |title=A conflict of interest is strongly associated with tobacco industry–favourable results, indicating no harm of e-cigarettes |journal=Preventive Medicine |volume=119 |pages=124–131 |doi=10.1016/j.ypmed.2018.12.011 |issn=0091-7435 |pmid=30576685 |s2cid=58546666}}

File:E-cigarette_samples_provided_at_an_event.png

E-cigarette businesses have offered consumers a free 14-day trial for e-cigarette products.{{cite news |author=Team Spinfuel |date=5 March 2013 |title=SCAM ALERT: XOCigs Another Rip Off eCigarette Brand |url=https://spinfuel.com/xocigs-ripoff-ecigarette-alert/ |publisher=Spinfuel eMagazine}} The "free trials" for e-cigarette products are offered online.{{cite news |author1=Stephanie Zimmerman |author2=The ABC News Fixer |date=25 July 2013 |title=Dear ABC News Fixer: Burning Over E-Cigarette Problem |url=https://abcnews.go.com/Blotter/dear-abc-news-fixer-burning-cigarette-problem/story?id=19774989 |work=ABC News}}

As of 2019 Juul was sponsoring sampling events in large US cities.{{cite news |last1=Belluz |first1=Julia |date=25 January 2019 |title=The vape company Juul said it doesn't target teens. Its early ads tell a different story. |url=https://www.vox.com/2019/1/25/18194953/vape-juul-e-cigarette-marketing |work=Vox}}

Under the US FDA Deeming Rule published in May 2016 (under litigation in 2016), free samples were banned.{{rp|163; Chapter 4}}

Juul offered a Times Square billboard and a spread in Vice magazine.{{cite news |last1=Harty |first1=Declan |date=23 June 2015 |title=Juul Hopes To Reinvent E-Cigarette Ads with 'Vaporized' Campaign |url=http://adage.com/article/cmo-strategy/juul-hopes-reinvent-e-cigarette-ads-campaign/299142/ |work=Ad Age}}

In 2018 Juul announced that it would no longer include models in its promotions.{{cite news |last1=Wolf |first1=Janine |date=14 June 2018 |title=E-Cig Maker Juul Won't Tempt Instagrammers With Models Anymore |url=https://www.bloomberg.com/news/articles/2018-06-14/e-cig-maker-juul-won-t-tempt-instagrammers-with-models-anymore |publisher=Bloomberg News}}

Claims made in e-cigarette advertising have been used in the past by traditional cigarette brands (such as having fewer carcinogens, lower risk of tobacco-related disease) or by smokeless tobacco products (such as the ability to use them where smoking is prohibited). However, under the 2016 deeming rule, e-cigarette manufacturers cannot make modified risk claims (although this provision has been challenged in lawsuits).{{rp|163; Chapter 4}}

Some marketing associates e-cigarettes with an independent existence and freedom of choice.{{rp|9}} Other approaches feature endorsements by physicians.{{rp|15; Chapter 1}}

Marketing attempts also associate the products with themes such as good taste, romance, sexuality, and sociability and that they can be used in smoke-free environments. E-cigarette companies do not use the word cigarette in advertisements because of its stigma.{{cite journal |last1=Schraufnagel |first1=Dean E. |year=2015 |title=Electronic Cigarettes: Vulnerability of Youth |journal=Pediatric Allergy, Immunology, and Pulmonology |volume=28 |issue=1 |pages=2–6 |doi=10.1089/ped.2015.0490 |issn=2151-321X |pmc=4359356 |pmid=25830075}}

E-cigarettes were offered as prizes in magazine competitions.{{rp|40}}

E-cigarettes have been promoted as socially appropriate or ethically better than cigarettes.{{rp|9}}

In New York City in 2016, neon signs were used to advertise the most recent flavors.{{cite news |author1=Scott Stringer |author2=Letitia James |date=7 January 2016 |title=Snuff out e-cig marketing to kids |url=http://www.nydailynews.com/opinion/stringer-james-snuff-e-cig-marketing-kids-article-1.2498445 |work=New York Daily News}}

Some makers package e-cigarettes to look like a traditional cigarette pack.{{rp|40}} Marketing approaches employed by e-cigarette businesses include giving free samples. Gamucci set up a 323-square foot designated vaping area in 2013 in a departure room of Terminal 4 at Heathrow Airport to allow people to vape and sample Gamucci's products.{{cite news |author=Mark Johanson |date=29 November 2013 |title=First E-Cigarette 'Vaping Zone' Opens Inside Heathrow Airport |url=http://www.ibtimes.com/first-e-cigarette-vaping-zone-opens-inside-heathrow-airport-1489474 |work=International Business Times}}

VitaminVape, VapeFully, VitaStik, and NutroVape offer nicotine-free vape products that provide vitamins and other nutrients. NutroVape states that its product provides "nutritional supplements," while VitaminVape suggests that the effects of vaping Vitamin B12 is like getting an injection of Vitamin B{{ssub|12}}.{{cite journal |last1=Basáñez |first1=Tatiana |last2=Majmundar |first2=Anuja |last3=Cruz |first3=Tess Boley |last4=Allem |first4=Jon-Patrick |last5=Unger |first5=Jennifer B. |year=2019 |title=E-cigarettes Are Being Marketed as "Vitamin Delivery" Devices |journal=American Journal of Public Health |volume=109 |issue=2 |pages=194–196 |doi=10.2105/AJPH.2018.304804 |issn=0090-0036 |pmc=6336045 |pmid=30649935}}

Some e-cigarette businesses that use cartridges state their products are 'eco-friendly' or 'green', despite the absence of any supporting studies.{{cite journal |last1=Chang |first1=H. |year=2014 |title=Research gaps related to the environmental impacts of electronic cigarettes |journal=Tobacco Control |volume=23 |issue=Supplement 2 |pages=ii54–ii58 |doi=10.1136/tobaccocontrol-2013-051480 |issn=0964-4563 |pmc=3995274 |pmid=24732165}}

File:It's_not_just_harmless_water_vapor.png's State Health Officer's Report on E-Cigarettes warning about harmful substances in e-cigarette vapor{{rp|15}}]]

E-cigarettes are widely marketed as safer than traditional cigarettes in the US, UK, and Europe.{{cite journal |last1=Gartner |first1=Coral |last2=Hall |first2=Wayne |year=2015 |title=A licence to vape: Is it time to trial of a nicotine licensing scheme to allow Australian adults controlled access to electronic cigarettes devices and refill solutions containing nicotine? |url=http://espace.library.uq.edu.au/view/UQ:353121/UQ353121_OA.pdf |journal=International Journal of Drug Policy |volume=26 |issue=6 |pages=548–553 |doi=10.1016/j.drugpo.2015.02.003 |issn=0955-3959 |pmid=25817484}}{{cite journal |last1=Hendlin |first1=Yogi H. |last2=Vora |first2=Manali |last3=Elias |first3=Jesse |last4=Ling |first4=Pamela M. |year=2019 |title=Financial Conflicts of Interest and Stance on Tobacco Harm Reduction: A Systematic Review |journal=American Journal of Public Health |volume=109 |issue=7 |pages=e1–e8 |doi=10.2105/AJPH.2019.305106 |issn=0090-0036 |pmc=6603486 |pmid=31095414}}{{cite journal |last1=Bhalerao |first1=Aditya |last2=Sivandzade |first2=Farzane |last3=Archie |first3=Sabrina Rahman |last4=Cucullo |first4=Luca |year=2019 |title=Public Health Policies on E-Cigarettes |journal=Current Cardiology Reports |volume=21 |issue=10 |page=111 |doi=10.1007/s11886-019-1204-y |issn=1523-3782 |pmc=6713696 |pmid=31463564}}{{rp|13}}{{cite journal |last1=Henningfield |first1=J. E. |last2=Zaatari |first2=G. S. |year=2010 |title=Electronic nicotine delivery systems: emerging science foundation for policy |journal=Tobacco Control |volume=19 |issue=2 |pages=89–90 |doi=10.1136/tc.2009.035279 |issn=0964-4563 |pmid=20378582 |doi-access=free}}{{cite web |date=October 2012 |title=WMA Statement on Electronic Cigarettes and Other Electronic Nicotine Delivery Systems |url=https://www.wma.net/policies-post/wma-statement-on-electronic-cigarettes-and-other-electronic-nicotine-delivery-systems/ |publisher=World Medical Association}}

In the 2010-2015 period, some makers claimed that e-cigarette aerosol was just water vapour.{{rp|6}}

E-cigarette companies have advertised that aerosol substances including glycerin are "FDA approved" or "generally recognized as safe (GRAS)", although GRAS is applicable only to food ingredients rather inhaled substances.{{cite journal |last1=Fadus |first1=Matthew C. |last2=Smith |first2=Tracy T. |last3=Squeglia |first3=Lindsay M. |year=2019 |title=The rise of e-cigarettes, pod mod devices, and JUUL among youth: Factors influencing use, health implications, and downstream effects |journal=Drug and Alcohol Dependence |volume=201 |pages=85–93 |doi=10.1016/j.drugalcdep.2019.04.011 |issn=0376-8716 |pmc=7183384 |pmid=31200279}}

Some makers present e-cigarettes as medical nicotine products related to pharmaceuticalization.{{cite journal |last1=Hendlin |first1=Yogi Hale |last2=Elias |first2=Jesse |last3=Ling |first3=Pamela M. |year=2017 |title=The Pharmaceuticalization of the Tobacco Industry |journal=Annals of Internal Medicine |volume=167 |issue=4 |pages=278–280 |doi=10.7326/M17-0759 |issn=0003-4819 |pmc=5568794 |pmid=28715843}} s

A 2017 review concluded that evidence of long-term vaping safety had not been collected. E-cigarette safety claims are backed by little scientific evidence, and as products evolve, may require ongoing analysis.{{cite journal |last1=Cooke |first1=Andrew |last2=Fergeson |first2=Jennifer |last3=Bulkhi |first3=Adeeb |last4=Casale |first4=Thomas B. |year=2015 |title=The Electronic Cigarette: The Good, the Bad, and the Ugly |journal=The Journal of Allergy and Clinical Immunology: In Practice |volume=3 |issue=4 |pages=498–505 |doi=10.1016/j.jaip.2015.05.022 |issn=2213-2198 |pmid=26164573}}{{cite journal |last1=Schraufnagel |first1=Dean E. |last2=Blasi |first2=Francesco |last3=Drummond |first3=M. Bradley |last4=Lam |first4=David C. L. |last5=Latif |first5=Ehsan |last6=Rosen |first6=Mark J. |last7=Sansores |first7=Raul |last8=Van Zyl-Smit |first8=Richard |year=2014 |title=Electronic Cigarettes. A Position Statement of the Forum of International Respiratory Societies |url=https://figshare.com/articles/journal_contribution/10758143 |journal=American Journal of Respiratory and Critical Care Medicine |volume=190 |issue=6 |pages=611–618 |doi=10.1164/rccm.201407-1198PP |issn=1073-449X |pmid=25006874 |s2cid=43763340}}{{cite journal |last1=Smith |first1=Janet E. |year=2014 |title=Electronic Cigarettes |journal=Home Healthcare Nurse |volume=32 |issue=9 |pages=532–535 |doi=10.1097/NHH.0000000000000138 |issn=0884-741X |pmid=25268527 |s2cid=26501851}}{{cite journal |last1=Perikleous |first1=Evanthia P. |last2=Steiropoulos |first2=Paschalis |last3=Paraskakis |first3=Emmanouil |last4=Constantinidis |first4=Theodoros C. |last5=Nena |first5=Evangelia |year=2018 |title=E-Cigarette Use Among Adolescents: An Overview of the Literature and Future Perspectives |journal=Frontiers in Public Health |volume=6 |page=86 |doi=10.3389/fpubh.2018.00086 |issn=2296-2565 |pmc=5879739 |pmid=29632856 |doi-access=free|bibcode=2018FrPH....6...86P }}{{CC-notice|cc=by4|url=https://www.frontiersin.org/articles/10.3389/fpubh.2018.00086/full}}{{cite journal |last1=Drope |first1=Jeffrey |last2=Cahn |first2=Zachary |last3=Kennedy |first3=Rosemary |last4=Liber |first4=Alex C. |last5=Stoklosa |first5=Michal |last6=Henson |first6=Rosemarie |last7=Douglas |first7=Clifford E. |last8=Drope |first8=Jacqui |year=2017 |title=Key issues surrounding the health impacts of electronic nicotine delivery systems (ENDS) and other sources of nicotine |journal=CA: A Cancer Journal for Clinicians |volume=67 |issue=6 |pages=449–471 |doi=10.3322/caac.21413 |issn=0007-9235 |pmid=28961314 |doi-access=free}}{{cite journal |last1=England |first1=Lucinda J. |last2=Bunnell |first2=Rebecca E. |last3=Pechacek |first3=Terry F. |last4=Tong |first4=Van T. |last5=McAfee |first5=Tim A. |year=2015 |title=Nicotine and the Developing Human |journal=American Journal of Preventive Medicine |volume=49 |issue=2 |pages=286–93 |doi=10.1016/j.amepre.2015.01.015 |issn=0749-3797 |pmc=4594223 |pmid=25794473}}

A 2018 review stated, "multiple adverse effects including pneumonia, wheezing and coughing" have been associated with vaping,{{cite journal |last1=Kaur |first1=Gagandeep |last2=Pinkston |first2=Rakeysha |last3=Mclemore |first3=Benathel |last4=Dorsey |first4=Waneene C. |last5=Batra |first5=Sanjay |year=2018 |title=Immunological and toxicological risk assessment of e-cigarettes |journal=European Respiratory Review |volume=27 |issue=147 |page=170119 |doi=10.1183/16000617.0119-2017 |issn=0905-9180 |pmc=9489161 |pmid=29491036 |doi-access=free}} existing lung disease such as asthma.{{cite journal |last1=Clapp |first1=Phillip W. |last2=Jaspers |first2=Ilona |year=2017 |title=Electronic Cigarettes: Their Constituents and Potential Links to Asthma |journal=Current Allergy and Asthma Reports |volume=17 |issue=11 |page=79 |doi=10.1007/s11882-017-0747-5 |issn=1529-7322 |pmc=5995565 |pmid=28983782}} E-cigarettes contain potentially hazardous substances.{{cite journal |last1=Gaur |first1=Sumit |last2=Agnihotri |first2=Rupali |year=2018 |title=Health Effects of Trace Metals in Electronic Cigarette Aerosols—a Systematic Review |journal=Biological Trace Element Research |volume=188 |issue=2 |pages=295–315 |doi=10.1007/s12011-018-1423-x |issn=0163-4984 |pmid=29974385 |s2cid=49695221}}

Makers promoted that their aerosols contain only water, nicotine, glycerin, propylene glycol, and flavoring, although a 2015 study reported heavy metals in the vapor, including chromium, nickel, tin, silver, cadmium, mercury, aluminum,{{cite journal |last1=Hildick-Smith |first1=Gordon J. |last2=Pesko |first2=Michael F. |last3=Shearer |first3=Lee |last4=Hughes |first4=Jenna M. |last5=Chang |first5=Jane |last6=Loughlin |first6=Gerald M. |last7=Ipp |first7=Lisa S. |year=2015 |title=A Practitioner's Guide to Electronic Cigarettes in the Adolescent Population |journal=Journal of Adolescent Health |volume=57 |issue=6 |pages=574–9 |doi=10.1016/j.jadohealth.2015.07.020 |issn=1054-139X |pmid=26422289 |doi-access=free}} while another 2015 study reported carbonyls, metals, volatile organic compounds and particulate matter,{{cite journal |last1=Fernández |first1=Esteve |last2=Ballbè |first2=Montse |last3=Sureda |first3=Xisca |last4=Fu |first4=Marcela |last5=Saltó |first5=Esteve |last6=Martínez-Sánchez |first6=Jose M. |year=2015 |title=Particulate Matter from Electronic Cigarettes and Conventional Cigarettes: a Systematic Review and Observational Study |journal=Current Environmental Health Reports |volume=2 |issue=4 |pages=423–9 |bibcode=2015CEHR....2..423F |doi=10.1007/s40572-015-0072-x |issn=2196-5412 |pmid=26452675 |doi-access=free}} and a 2016 review concluded that e-liquids added formaldehyde (an International Agency for Research on Cancer (IARC) group 1 carcinogen),{{cite journal |last1=Vogel |first1=Wendy H. |year=2016 |title=E-Cigarettes: Are They as Safe as the Public Thinks? |journal=Journal of the Advanced Practitioner in Oncology |volume=7 |issue=2 |pages=235–240 |doi=10.6004/jadpro.2016.7.2.9 |issn=2150-0878 |pmc=5226315 |pmid=28090372}} acetaldehyde (IARC group 2B carcinogen), lead, acetone, copper, and cadmium. Other studies reported that the levels of such substances were far lower than in cigarette smoke, although higher-powered vaping produces them in greater amounts.{{Cite journal |last=Stephens |first=William E. |date=2018-01-01 |title=Comparing the cancer potencies of emissions from vapourised nicotine products including e-cigarettes with those of tobacco smoke |url=https://tobaccocontrol.bmj.com/content/27/1/10 |journal=Tobacco Control |language=en |volume=27 |issue=1 |pages=10–17 |doi=10.1136/tobaccocontrol-2017-053808 |issn=0964-4563 |pmid=28778971|hdl=10023/11421 |hdl-access=free }}{{Cite journal |last1=Salamanca |first1=James C. |last2=Meehan-Atrash |first2=Jiries |last3=Vreeke |first3=Shawna |last4=Escobedo |first4=Jorge O. |last5=Peyton |first5=David H. |last6=Strongin |first6=Robert M. |date=2018-05-15 |title=E-cigarettes can emit formaldehyde at high levels under conditions that have been reported to be non-averse to users |journal=Scientific Reports |language=en |volume=8 |issue=1 |pages=7559 |doi=10.1038/s41598-018-25907-6 |pmid=29765089 |issn=2045-2322|pmc=5954153 |bibcode=2018NatSR...8.7559S }}{{cite journal |last1=Brown |first1=Christopher J |last2=Cheng |first2=James M |year=2014 |title=Electronic cigarettes: product characterisation and design considerations |journal=Tobacco Control |volume=23 |issue=suppl 2 |pages=ii4–ii10 |doi=10.1136/tobaccocontrol-2013-051476 |issn=0964-4563 |pmc=3995271 |pmid=24732162}}

Makers have appropriated words and images identified with healthy foods,{{cite journal |last1=Basáñez |first1=Tatiana |last2=Majmundar |first2=Anuja |last3=Cruz |first3=Tess Boley |last4=Unger |first4=Jennifer B. |year=2018 |title=Vaping associated with healthy food words: A content analysis of Twitter |journal=Addictive Behaviors Reports |volume=8 |pages=147–153 |doi=10.1016/j.abrep.2018.09.007 |issn=2352-8532 |pmc=6180293 |pmid=30320201}}

The manner in which e-cigarettes are marketed greatly influence the beliefs of the users regarding their harms and benefits and making choices to use such products. Many cigarette smokers have turned to vaping because e-cigarette vendors have previously marketed their product as a cheaper and safer smokeless alternative to traditional cigarettes, and a possible smoking cessation tool. The US FDA rejected these claims, and in September 2010 they informed the President of the Electronic Cigarette Association that warning letters had been issued to five distributors of e-cigarettes for "violations of good manufacturing practices, making unsubstantiated drug claims, and using the devices as delivery mechanisms for active pharmaceutical ingredients."{{cite journal |last1=Palazzolo |first1=Dominic L. |date=November 2013 |title=Electronic cigarettes and vaping: a new challenge in clinical medicine and public health. A literature review. |journal=Frontiers in Public Health |volume=1 |issue=56 |page=56 |doi=10.3389/fpubh.2013.00056 |pmc=3859972 |pmid=24350225 |doi-access=free}}{{CC-notice|cc=by3|url=http://journal.frontiersin.org/article/10.3389/fpubh.2013.00056/full|author(s)=Dominic L. Palazzolo}} The marketing of such products as being safer than traditional cigarettes has resulted in a rise in their use in pregnant woman.{{cite journal |last1=Whittington |first1=Julie R. |last2=Simmons |first2=Pamela M. |last3=Phillips |first3=Amy M. |last4=Gammill |first4=Sarah K. |last5=Cen |first5=Ruiqi |last6=Magann |first6=Everett F. |last7=Cardenas |first7=Victor M. |year=2018 |title=The Use of Electronic Cigarettes in Pregnancy |journal=Obstetrical & Gynecological Survey |volume=73 |issue=9 |pages=544–549 |doi=10.1097/OGX.0000000000000595 |issn=0029-7828 |pmid=30265741 |s2cid=52882794}}

Makers assert that vaping presents little risk to bystanders. However, "disadvantages and side effects have been reported in many articles, and the unfavorable effects of its secondhand vapor have been demonstrated in many studies." E-cigarettes are marketed as "free of primary and second-hand smoke risk" since carbon monoxide and tar are not present.{{cite journal |last1=Kleinstreuer |first1=Clement |last2=Feng |first2=Yu |year=2013 |title=Lung Deposition Analyses of Inhaled Toxic Aerosols in Conventional and Less Harmful Cigarette Smoke: A Review |journal=International Journal of Environmental Research and Public Health |volume=10 |issue=9 |pages=4454–4485 |doi=10.3390/ijerph10094454 |issn=1660-4601 |pmc=3799535 |pmid=24065038 |doi-access=free}} Marketing leads non-vapers to perceive vaping as safe, despite the lack of data on passive vapour.{{cite web |date=11 June 2014 |title=e-Cigarettes: a safe way to quit? |url=http://www.nps.org.au/publications/health-professional/health-news-evidence/2014/e-cigarettes |archive-url=https://web.archive.org/web/20170319045556/http://www.nps.org.au/publications/health-professional/health-news-evidence/2014/e-cigarettes |archive-date=19 March 2017 |publisher=NPS MedicineWise}}

E-cigarette packages and advertisements require health warnings under US law, stating "WARNING: This product contains nicotine. Nicotine is an addictive chemical."

File:FDA_CTP_PowerPoint_Presentation_Vape_Shop_Webinar-forweb-done_(page_10_crop).jpg warning for advertisements, stating "WARNING: This product contains nicotine. Nicotine is an addictive chemical."{{cite web |first=David |last=Keith |year=2016 |title=The "Deeming Rule": Vape Shops |url=https://www.fda.gov/downloads/TobaccoProducts/GuidanceComplianceRegulatoryInformation/UCM501234.pdf |archive-url=https://web.archive.org/web/20160614191608/http://www.fda.gov/downloads/TobaccoProducts/GuidanceComplianceRegulatoryInformation/UCM501234.pdf |url-status=dead |archive-date=June 14, 2016 |publisher=United States Food and Drug Administration}}]]

Makers directed marketing efforts at smokers, discussing the addictive substance nicotine, claiming that vaped nicotine is safe.{{rp|14}} One tactic used to imply product safety is labeling the nicotine-containing e-liquid as "e-juice" and emphasizing its candy and fruit flavors.{{rp|8}} The fact that e-cigarettes contain nicotine is downplayed in e-cigarette advertising.{{rp|8}} Younger adults and youth who are experimenting with these products may not realize that e-juice contains the highly addictive chemical nicotine, and that the products are classified as a tobacco product.{{rp|8}} A 2014 review stated, "Children are targeted for addiction with the addition of flavorants including the addition of strawberry and chocolate to mask the otherwise bitter taste of the product."{{cite journal |vauthors=Sanford Z, Goebel L |year=2014 |title=E-cigarettes: an up to date review and discussion of the controversy |journal=W V Med J |volume=110 |issue=4 |pages=10–5 |pmid=25322582}} E-cigarettes are marketed with various amounts of nicotine, and the amounts of this substance absorbed is still not clear.{{cite journal |last1=Drummond |first1=MB |last2=Upson |first2=D |date=February 2014 |title=Electronic cigarettes. Potential harms and benefits. |journal=Annals of the American Thoracic Society |volume=11 |issue=2 |pages=236–42 |doi=10.1513/annalsats.201311-391fr |pmc=5469426 |pmid=24575993}}

Some public health researchers claim that tobacco companies use e-cigarette marketing to create future tobacco consumers, as well as creating a new income stream although smoking has continued to decline since e-cigarettes came on the market. Others claim that e-cigarettes are not a tobacco marketing ploy, and that laws banning ENDS products instead protect smoking.{{cite journal |last1=Rahman |first1=Muhammad |last2=Hann |first2=Nicholas |last3=Wilson |first3=Andrew |last4=Worrall-Carter |first4=Linda |year=2014 |title=Electronic cigarettes: patterns of use, health effects, use in smoking cessation and regulatory issues |journal=Tobacco Induced Diseases |volume=12 |issue=1 |page=21 |doi=10.1186/1617-9625-12-21 |pmc=4350653 |pmid=25745382 |doi-access=free}}{{CC-notice|cc=by4|url=http://www.tobaccoinduceddiseases.org/Electronic-cigarettes-patterns-of-use-health-effects-use-in-smoking-cessation-and,67132,0,2.html|author(s)=Muhammad Aziz Rahman, Nicholas Hann, Andrew Wilson, and Linda Worrall-Carter}}

File:Unsolicited_e-cigarette_email.jpegA 2018 review stated, "E-cigarettes were initially advertised as a form of tobacco that could circumvent existing smoke-free legislation. Their increasing popularity brought initial confusion as to whether existing smoke-free legislation also applies to e-cigarettes."{{cite news |last1=Stratton |first1=Kathleen |last2=Kwan |first2=Leslie Y. |last3=Eaton |first3=David L. |date=January 2018 |editor-last1=Stratton |editor-first1=Kathleen |title=Public Health Consequences of E-Cigarettes |url=https://www.nap.edu/resource/24952/012318ecigaretteHighlights.pdf |publisher=National Academies of Sciences, Engineering, and Medicine |doi=10.17226/24952 |isbn=978-0-309-46834-3 |pmid=29894118 |agency=National Academies Press |editor-first2=Leslie Y. |editor-first3=David L. |editor-last2=Kwan |editor-last3=Eaton |page=Secondhand Exposure to E-Cigarette Aerosol, 77}} Some smokers were claimed to believe that such products made smoking acceptable,{{cite journal |last1=Cataldo |first1=Janine K. |last2=Petersen |first2=Anne Berit |last3=Hunter |first3=Mary |last4=Wang |first4=Julie |last5=Sheon |first5=Nicolas |year=2015 |title=E-cigarette Marketing and Older Smokers: Road to Renormalization |journal=American Journal of Health Behavior |volume=39 |issue=3 |pages=361–371 |doi=10.5993/AJHB.39.3.9 |issn=1087-3244 |pmc=4351761 |pmid=25741681}} although smoking continued to decline.

E-cigarette marketing messages promoted "the freedom to enjoy the personal pleasures associated with smoking in places where conventional smoking has been banned". One maker highlighted this point by naming its device Lite-Up Anywhere."

A 2015 survey of American adults found that increased frequency of exposure to e-cigarette advertising was associated with lower support for policies that restrict use in public places.

These claims lost salience, since as of October 1, 2018, 789 US municipalities, 12 states, and two territories prohibited vaping in 100% smoke-free environments.{{citation needed|date=March 2025}}

{{cite web |date=19 September 2008 |title=Marketers of electronic cigarettes should halt unproved therapy claims |url=https://www.who.int/mediacentre/news/releases/2008/pr34/en/ |archive-url=https://web.archive.org/web/20080921215038/http://www.who.int/mediacentre/news/releases/2008/pr34/en/ |archive-date=September 21, 2008 |publisher=World Health Organization}}

{{rp|5}}

{{cite journal |vauthors=Nowak D, Jörres RA, Rüther T |year=2014 |title=E-cigarettes--prevention, pulmonary health, and addiction |journal=Dtsch Ärztebl Int |volume=111 |issue=20 |pages=349–55 |doi=10.3238/arztebl.2014.0349 |pmc=4047602 |pmid=24882626}}

E-cigarettes are routinely marketed as a better alternative to traditional cigarettes, helping smokers to quit, costing less, leaving no smoke, ash or butts behind.

{{quote box

| quote = The promotion of ENDS [electronic nicotine delivery systems] comes with at least one of the following messages or a combination of them:

• try to quit smoking and if everything fails use ENDS as the last resort;
• you do not need to quit nicotine addiction, just smoking; and
• you do not need to quit smoking, use ENDS where you cannot smoke.

Some of these messages are difficult to harmonize with the core tobacco-control message and others are simply incompatible.| source = World Health Organization{{rp|8}}

| width = 33%}}

Vaping has long been advertised as a quitting smoking tool.{{cite journal |last1=Bertholon |first1=J.F. |last2=Becquemin |first2=M.H. |last3=Annesi-Maesano |first3=I. |last4=Dautzenberg |first4=B. |year=2013 |title=Electronic Cigarettes: A Short Review |journal=Respiration |volume=86 |issue=5 |pages=433–438 |doi=10.1159/000353253 |issn=0025-7931 |pmid=24080743 |doi-access=free}} Makers also claim that vaping may be used without ending smoking.{{rp|34}}

E-cigarettes are also promoted as alternatives to other nicotine replacement products.{{cite journal |last1=Kaleta |first1=Dorota |year=2010 |title=Zalecenia Naukowej Grupy Badawczej do Spraw Regulacji Wyrobów Tytoniowych Swiatowej Organizacji Zdrowia odnośnie elektronicznych inhalatorów nikotyny |trans-title=Recommendations of the World Health Organization Tobacco Control Research Team regarding electronic nicotine delivery devices |journal=Przeglad Lekarski |language=pl |volume=67 |issue=10 |pages=1088–1090 |pmid=21360967}}

A 2019 review concluded, "Vaping has been promoted as a beneficial smoking cessation tool and an alternative nicotine delivery device that contains no combustion by-products. However, nicotine is highly addictive, and the increased use of nicotine-containing e-cigarettes among teens and individuals who are not in need of smoking cessation may lead to overall greater nicotine dependence in the population."{{cite journal |last1=Marcham |first1=Cheryl L. |last2=Springston |first2=John P. |year=2019 |title=Electronic cigarettes in the indoor environment |url=https://commons.erau.edu/publication/517 |journal=Reviews on Environmental Health |volume=34 |issue=2 |pages=105–124 |doi=10.1515/reveh-2019-0012 |issn=2191-0308 |pmid=31112510 |bibcode=2019RvEH...34..105M |s2cid=135122336}} A 2019 review found these "devices have rapidly become the most common tobacco products used by youth, driven in large part by marketing....There is substantial evidence that adolescent e-cigarette use leads to use of combustible tobacco products."{{cite journal |last1=Walley |first1=Susan C. |last2=Wilson |first2=Karen M. |last3=Winickoff |first3=Jonathan P. |last4=Groner |first4=Judith |year=2019 |title=A Public Health Crisis: Electronic Cigarettes, Vape, and JUUL |journal=Pediatrics |volume=143 |issue=6 |page=e20182741 |doi=10.1542/peds.2018-2741 |issn=0031-4005 |pmid=31122947 |doi-access=free}} However, youth smoking (and smoking overall) continued to decline along with the growth of vaping.

The FDA has not approved any e-cigarette as a quitting smoking tool.{{cite journal |last1=Orellana-Barrios |first1=Menfil A. |last2=Payne |first2=Drew |last3=Mulkey |first3=Zachary |last4=Nugent |first4=Kenneth |year=2015 |title=Electronic cigarettes-a narrative review for clinicians |journal=The American Journal of Medicine |volume=128 |issue=7 |pages=674–81 |doi=10.1016/j.amjmed.2015.01.033 |issn=0002-9343 |pmid=25731134 |doi-access=free}}{{cite journal |last1=Antman |first1=E. |last2=Arnett |first2=D. |last3=Jessup |first3=M. |last4=Sherwin |first4=C. |year=2014 |title=The 50th Anniversary of the US Surgeon General's Report on Tobacco: What We've Accomplished and Where We Go From Here |journal=Journal of the American Heart Association |volume=3 |issue=1 |page=e000740 |doi=10.1161/JAHA.113.000740 |issn=2047-9980 |pmc=3959714 |pmid=24401650}}

Makers used indirect claims about quitting smoking via consumer testimonials.{{cite journal |last1=Harrell |first1=PT |last2=Simmons |first2=VN |last3=Correa |first3=JB |last4=Padhya |first4=TA |last5=Brandon |first5=TH |date=4 June 2014 |title=Electronic Nicotine Delivery Systems ("E-cigarettes"): Review of Safety and Smoking Cessation Efficacy. |journal=Otolaryngology–Head and Neck Surgery |volume=151 |issue=3 |pages=381–393 |doi=10.1177/0194599814536847 |pmc=4376316 |pmid=24898072}}{{cite journal |last1=Smith |first1=L |last2=Brar |first2=K |last3=Srinivasan |first3=K |last4=Enja |first4=M |last5=Lippmann |first5=S |date=June 2016 |title=E-cigarettes: How "safe" are they? |journal=The Journal of Family Practice |volume=65 |issue=6 |pages=380–385 |pmid=27474819}}

Limited supporting evidence supports the marketing assertion that vaping assists smokers to limit smoking.{{cite journal |last1=Callahan-Lyon |first1=P. |year=2014 |title=Electronic cigarettes: human health effects |journal=Tobacco Control |volume=23 |issue=Supplement 2 |pages=ii36–ii40 |doi=10.1136/tobaccocontrol-2013-051470 |issn=0964-4563 |pmc=3995250 |pmid=24732161}} Studies in 2017 reported that the e-cigarettes did not result in completely abstaining from smoking.

Many makers have claimed that vaping helps quit smoking.{{cite journal |last1=Hefner |first1=Kathryn |last2=Valentine |first2=Gerald |last3=Sofuoglu |first3=Mehmet |year=2017 |title=Electronic cigarettes and mental illness: Reviewing the evidence for help and harm among those with psychiatric and substance use disorders |journal=The American Journal on Addictions |volume=26 |issue=4 |pages=306–315 |doi=10.1111/ajad.12504 |issn=1055-0496 |pmid=28152247 |s2cid=24298173}}{{PD-notice}} However, a 2014 review concluded that vaping to stop smoking was not supported by the available scientific evidence.{{cite journal |last1=Schivo |first1=Michael |last2=Avdalovic |first2=Mark V. |last3=Murin |first3=Susan |date=February 2014 |title=Non-Cigarette Tobacco and the Lung |journal=Clinical Reviews in Allergy & Immunology |volume=46 |issue=1 |pages=34–53 |doi=10.1007/s12016-013-8372-0 |issn=1080-0549 |pmid=23673789 |s2cid=23626872}}

Laboratory exposure to vaping was associated with increased urge to smoke among smokers and an urge to vape among vapers.{{rp|171; Chapter 4}} A 2019 study reported that much smaller proportions of e-cigarette advertisements now endorse vaping as a quit aid, and that reasons for use by vapers have significantly shifted away from smoking cessation towards image enhancement.

E-cigarettes are also marketed as a less costly smoking substitute.{{rp|10}}{{rp|13, 45}} In addition, makers offer starter kits are offered at a lower price for new buyers.{{rp|34}}

Price promotions are offered at brick-and-mortar stores, online stores, and through social media. A 2014 report found that 80% of vaping website offered a sale or discount, while another 2014 report found that 34% of commercial tweets mentioned the words "price" or "discount." In a 2016 study of online retailers, 28% offered a promotion, such as a discount, other free items, or a loyalty program.{{rp|163; Chapter 4}}

A substantial portion of e-cigarette marketing on social media includes price promotions, discounts, coupons, free trials, giveaways, and competitions. Incentives can persuade potential consumers to make a purchase and assist vendors to create a loyal customer base. Smokers react to changes in cigarette prices. Similarly, studies have reported that e-cigarette sales are price sensitive. Such promotions could encourage smokers to experiment with vaping as an alternative.

File:Bruno_Mars_2010.jpg endorsed NJOY e-cigarettes in 2013.{{cite news |author=Carolina Moreno |date=3 June 2013 |title=Bruno Mars Invests In NJOY Electronic Cigarette Company, Started Using Product For Mom |url=https://www.huffingtonpost.com/2013/06/03/bruno-mars-quit-smoking-mom_n_3378948.html |work=HuffPost}}]]

Endorsements are commonly used to encourage e-cigarette use.{{rp|11}} Celebrities began endorsing e-cigarettes no later than 2009.{{cite book |last1=Bryan |first1=Christiansen |url={{google books|plainurl=y|id=PyKXBQAAQBAJ|page=411}}|title=Handbook of Research on Global Business Opportunities |date=31 October 2014 |publisher=IGI Global |isbn=978-1-4666-6552-1 |page=411}}{{cite news |author=Anuja Kulkami |date=29 March 2017 |title=Instagram and E-Cigarettes: How Celebrity Endorsements Can Influence Our Youth |url=https://www.medicalnewsbulletin.com/instagram-e-cigarettes-celebrity-endorsements-can-influence-youth/ |publisher=Medical News Bulletin}} Bruno Mars invested in NJOY{{cite news |date=30 May 2013 |title=Bruno Mars Signs on as NJOY Investor |url=https://www.cspdailynews.com/category-news/tobacco/articles/bruno-mars-signs-njoy-investor |work=CSP magazine}} and endorsed the product in 2013. On May 12, 2013, he posted on Twitter a photograph of himself using the NJOY product. Musician Courtney Love appeared in a NJOY e-cigarette television advertisement in 2013.{{cite news |date=3 April 2013 |title=Courtney Love's New Commercial For NJOY E-Cigarettes Captures The Essence Of Courtney Love (VIDEO) |url=https://www.huffingtonpost.com/2013/04/03/courtney-love-njoy_n_3006660.html |work=HuffPost}} Actress Jenny McCarthy endorsed blu e-cigarettes in 2014.{{cite news|url=https://www.huffingtonpost.com/lesley-daunt/are-ecigarettes-the-new-c_b_4709475.html|author=Lesley Daunt|title=Are E-Cigarettes the New Celebrity Accessory?|work=HuffPost|date=10 February 2014}}

E-cigarette marketing penetrated Hollywood, with products showing up in movies, talk shows, and in the goodie bags provided to the nominees of the 84th Academy Awards{{cite journal |last1=Grana |first1=R. A. |last2=Glantz |first2=S. A. |last3=Ling |first3=P. M. |year=2011 |title=Electronic nicotine delivery systems in the hands of Hollywood |journal=Tobacco Control |volume=20 |issue=6 |pages=425–426 |doi=10.1136/tc.2011.043778 |issn=0964-4563 |pmc=3184316 |pmid=21659450}} and to guests at the 52nd Annual Grammy Awards.{{citation |author=Katrin Schaller |title=Electronic Cigarettes – An Overview |page=13 |year=2013 |chapter=Product Awareness and Market Development |chapter-url=http://www.dkfz.de/en/presse/download/RS-Vol19-E-Cigarettes-EN.pdf |publisher=German Cancer Research Center |author2=Linda Ruppert |author3=Sarah Kahnert |author4=Christina Bethke |first5=Urmila |last5=Nair |first6=Martina |last6=Pötschke-Langer |author6-link=Martina Pötschke-Langer |mode=cs1 |access-date=2019-09-07 |archive-date=2016-03-03 |archive-url=https://web.archive.org/web/20160303234828/http://www.dkfz.de/en/presse/download/RS-Vol19-E-Cigarettes-EN.pdf |url-status=dead }}

In the US, they were promoted in movies.{{cite journal |last1=Jimenez Ruiz |first1=CA |last2=Solano Reina |first2=S |last3=de Granda Orive |first3=JI |last4=Signes-Costa Minaya |first4=J |last5=de Higes Martinez |first5=E |last6=Riesco Miranda |first6=JA |last7=Altet Gómez |first7=N |last8=Lorza Blasco |first8=JJ |last9=Barrueco Ferrero |first9=M |last10=de Lucas Ramos |first10=P |date=August 2014 |title=The electronic cigarette. Official statement of the Spanish Society of Pneumology and Thoracic Surgery (SEPAR) on the efficacy, safety and regulation of electronic cigarettes. |journal=Archivos de Bronconeumologia |volume=50 |issue=8 |pages=362–7 |doi=10.1016/j.arbres.2014.02.006 |pmid=24684764}}{{cite news |author=Zoe Mintz |date=15 August 2014 |title=E-Cigarettes Make Their Way Into Hollywood Movies |url=http://www.ibtimes.com/e-cigarettes-make-their-way-hollywood-movies-1689236 |work=International Business Times |publisher=Newsweek Media Group}}{{cite news |author=Prashant Sharma |date=6 November 2015 |title=A Modern Device with an Illustrious History |url=https://www.techpluto.com/a-modern-device-with-an-illustrious-history/ |publisher=TechPluto}}{{cite news |date=21 June 2018 |title=Spotlight: How Mainstream Music Is Dropping Vape Beats |url=https://www.magneticmag.com/2018/06/spotlight-how-mainstream-music-is-dropping-vape-beats/ |work=Magnetic Magazine}} NJOY partnered with Robert Pattinson for an e-cigarette advertisement, who appeared in the Twilight movies.{{cite news |author=Colin Daileda |date=18 June 2014 |title=E-Cigarette Brands Battle to Keep Marketing Rights |url=https://mashable.com/2014/06/18/e-cigarette-brands-marketing/#dJE9.9e6_iq4 |publisher=Mashable}}{{cite news |first=Lalita |last=Clozel |date=14 April 2014 |title=E-cigarette firms targeting young people, lawmakers say |url=https://www.latimes.com/nation/la-na-congress-ecigarettes-study-20140415-story.html |work=Los Angeles Times}}{{cite news |author=Matthew Chapman |date=13 November 2013 |title=E-Lites secures product placement 'first' in Lily Allen's 'Hard Out Here' video |url=https://www.campaignlive.co.uk/article/e-lites-secures-product-placement-first-lily-allens-hard-here-video/1220802?src_site=brandrepublic |work=Campaign}} Hollywood celebrities who have had their picture taken with a vape include Leonardo DiCaprio, Dennis Quaid, and Kevin Connolly. Vape websites have highlighted photographs of celebrity users.

{{external media|video1=[https://www.youtube.com/watch?v=oQelKE-aBNg blu e-cigarette commercial featuring celebrity spokesperson Stephen Dorff].|float=left}}

A 2012 blu US television advertising campaign starred Stephen Dorff vaping, using the tagline "We are all adults here, it's time to take our freedom back."{{cite news |author=Daniel Nasaw |date=5 December 2012 |title=Electronic cigarettes challenge anti-smoking efforts |url=https://www.bbc.com/news/magazine-20583902 |work=BBC News}}

File:Chesterfield_-_Market_Place.jpg

A 2017 study reported that vape shops can market e-cigarettes independently of makers. Social media is the most common medium. E.g. 100% use Facebook, 86% Instagram and Yelp, 65% Twitter, and 38% YouTube. Special events common (57%). Print and broadcast media are less common, although radio was somewhat popular (19%). 51% of stores had external advertisements, and two-thirds had signage targeting minors. Vape shops have used the game Pokémon Go to market their products.{{cite journal |last1=Kirkpatrick |first1=Matthew G |last2=Cruz |first2=Tess Boley |last3=Goldenson |first3=Nicholas I |last4=Allem |first4=Jon-Patrick |last5=Chu |first5=Kar-Hai |last6=Pentz |first6=Mary Ann |last7=Unger |first7=Jennifer B |year=2017 |title=Electronic cigarette retailers use Pokémon Go to market products |journal=Tobacco Control |volume=26 |issue=e2 |pages=tobaccocontrol–2016–053369 |doi=10.1136/tobaccocontrol-2016-053369 |issn=0964-4563 |pmc=5501764 |pmid=28044010}}

A 2015 study found that vape shop marketing closely resembled tobacco company marketing strategies.{{rp|168–169; Chapter 4}} Media included free samples, loyalty programs, sponsored events, direct mail, advertising through social media, and price promotions.{{rp|168; Chapter 4}}

Shops use cloud-chasing contests to attract shoppers.{{cite news |author=Eliza Harrison |date=11 June 2015 |title=Though unregulated, e-cigarette culture grows |url=http://www.santafenewmexican.com/life/teen/though-unregulated-e-cigarette-culture-grows/article_f096a530-40f6-52d7-882e-bc4ec57be1aa.html |work=The Santa Fe New Mexican}}

A 2018 report assessed e-liquid packaging and labeling in online shops in the Netherlands. They found that nicotine content was often noted, but health warnings were generally not visible on package photos nor on the website, unlike traditional cigarettes, which do. Age verification (only 25%) and health information were not uniformly present when buying either tobacco or e-cigarette products online.

File:Don't_play_with_your_lungs.jpg

A 2018 study reported that tobacco shop marketing was limited. Only half used social media, with others relying on word of mouth and price promotions. As of 2016 in-store marketing was increasing.{{cite journal |last1=Yang |first1=Joshua S. |last2=Lee |first2=Esther |year=2018 |title=A qualitative assessment of business perspectives and tactics of tobacco and vape shop retailers in three communities in Orange County, CA, 2015–2016 |journal=Archives of Public Health |volume=76 |issue=1 |page=57 |doi=10.1186/s13690-018-0307-z |issn=2049-3258 |pmc=6193290 |pmid=30349691 |doi-access=free}}{{CC-notice|cc=by4|url=https://archpublichealth.biomedcentral.com/articles/10.1186/s13690-018-0307-z|author(s)=Joshua S. Yang and Esther Lee}}

File:Mirage_Cigarettes.jpg (vapor). The advertisement included text that stated, "choice", "flavour", and "freedom".{{cite news |date=29 April 2015 |title=Mirage e-cigarette ad banned for 'indirectly promoting' tobacco products |url=https://www.theguardian.com/media/2015/apr/29/mirage-e-cigarette-ad-banned-advertising |work=The Guardian |publisher=Press Association}}]]

A 2013 study claimed that marketing was contributing to an escalation in product awareness.

While tobacco advertising is banned in most countries, a 2014 review concluded television and radio e-cigarette advertising in several countries may be indirectly encouraging traditional smoking. A 2018 study linked seeing e-cigarette advertisements or at retail locations with positive views and greater likelihood of use.{{cite journal |last1=Biglan |first1=Anthony |last2=Van Ryzin |first2=Mark |last3=Westling |first3=Erika |year=2018 |title=A public health framework for the regulation of marketing |journal=Journal of Public Health Policy |volume=40 |issue=1 |pages=66–75 |doi=10.1057/s41271-018-0154-8 |issn=0197-5897 |pmid=30546111 |s2cid=56489380}}

Cigarette smokers were found to be more likely to be susceptible to advertisements than non-smokers.{{cite journal |last1=Wang |first1=Meng |last2=Wang |first2=Jian-Wei |last3=Cao |first3=Shuang-Shuang |last4=Wang |first4=Hui-Qin |last5=Hu |first5=Ru-Ying |year=2016 |title=Cigarette Smoking and Electronic Cigarettes Use: A Meta-Analysis |journal=International Journal of Environmental Research and Public Health |volume=13 |issue=1 |page=120 |doi=10.3390/ijerph13010120 |issn=1660-4601 |pmc=4730511 |pmid=26771624 |doi-access=free}}{{CC-notice|cc=by4|url=http://www.mdpi.com/1660-4601/13/1/120/htm|author(s)=Meng Wang, Jian-Wei Wang, Shuang-Shuang Cao, Hui-Qin Wang and Ru-Ying Hu}} In a 2015 study of adult smokers and former smokers who saw a blu television advertisement, smokers stated that it caused them to question smoking (76%), giving up smoking (74%), and considering e-cigarettes (66%). The 34% of study participants who had vaped were much more likely to consider smoking compared with non-users.

A 2019 study reported an association between e-cigarette use and ads and social media promotions. A 2017 study reported that in high income countries, marketing led to a rise in the vaping.{{cite journal |last1=Levy |first1=David T. |last2=Cummings |first2=K. Michael |last3=Villanti |first3=Andrea C. |last4=Niaura |first4=Ray |last5=Abrams |first5=David B. |last6=Fong |first6=Geoffrey T. |last7=Borland |first7=Ron |year=2017 |title=A framework for evaluating the public health impact of e-cigarettes and other vaporized nicotine products |journal=Addiction |volume=112 |issue=1 |pages=8–17 |doi=10.1111/add.13394 |issn=0965-2140 |pmc=5079857 |pmid=27109256}}

A 2017 study found that exposure to ads created the belief that vaping was safer than smoking in women and pregnant women and that youth "exposed to flavored e-cigarette advertisements rated them as more appealing than those exposed to non-flavored e-cigarette advertisements." By contrast, ads with warnings could strengthen e-cigarette harm perceptions, and lower purchase likelihood.

VMR Products offered an e-cigarette called Vapor Couture directly targeting women. Vapor Couture comes in colors such as "deep purple" and "rose gold". Flavors such as "bombshell" and "strawberry champagne" are intended to appeal to women. Vapor Couture has been promoted its line through point-of-sale marketing and engaging with bloggers.{{cite news |author=Michael Sebastian |date=17 March 2014 |title=Jewel-Tipped E-Cig for Women Comes in Rose Gold Color, Rodeo Drive Flavor |url=https://adage.com/article/media/vmr-rolls-vapor-couture-e-cig-women/292166 |work=Ad Age}} A video advertisement stated, "break free from the pack" with the "slim, sleek, sparkling" devices in shades that come "straight off the runway".{{cite news |author=Hayley Peterson |date=19 March 2014 |title=Yes, This Sparkly E-Cigarette Necklace Actually Exists |url=https://www.businessinsider.com/e-cigarette-for-women-doubles-as-jewelry-2014-3 |work=Business Insider}} Vaping Vamps offered an e-cigarette that targeted women.{{cite news |date=27 December 2012 |title=Vaping Vamps, An Electronic Cigarette For Women, Actually Exists (PHOTO) |url=https://www.huffingtonpost.com/2012/12/27/vaping-vamps-electronic-cigarette-for-women_n_2370823.html |work=HuffPost}}

E-cigarette marketing has been accompanied by a rise in young adult vaping. The US National Youth Tobacco Survey (NYTS) reported that e-cigarettes have remained the most popular tobacco product among youth 2014-2024. Over 1.6 million youth, including 7.8% of high school students, were users.

Children are at particular risk because relatively small amounts of substances such as nicotine could result in acute toxicity. Child poisonings due to the ingestion of liquid nicotine had increased as of 2018.{{cite web |date=10 May 2018 |title=Virtue Vape, LLC 5/10/18 |url=https://www.fda.gov/ICECI/EnforcementActions/WarningLetters/ucm605925.htm |archive-url=https://web.archive.org/web/20180726040255/https://www.fda.gov/ICECI/EnforcementActions/WarningLetters/ucm605925.htm |url-status=dead |archive-date=July 26, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}}

Given that the labeling and/or advertising on Unicorn Cakes e-liquid describes its nicotine content as 3 mg/mL, with a total volume of 120 mL, an accidental ingestion of slightly less than a teaspoon would reach the lower end of the fatal dose range for an average two-year-old. Additionally, an accidental ingestion of approximately 3% of a teaspoon would reach the lower end of the non-fatal acute toxicity range for an average two-year-old.

File:Ecig_youth.jpg released a 2016 report titled E-cigarette Ads and Youth which concerned marketing towards adolescents.{{cite web |date=5 January 2016 |title=E-cigarette Ads and Youth |url=https://www.cdc.gov/vitalsigns/ecigarette-ads/ |publisher=Centers for Disease Control and Prevention}}{{PD-notice}}]]

Makers package their products using candy and fruit imagery in bright colors. The marketing of flavored e-cigarettes, which impacts youth curiosity in trying them, is a major concern.{{cite journal |last1=Douglas |first1=Clifford E. |last2=Henson |first2=Rosie |last3=Drope |first3=Jeffrey |last4=Wender |first4=Richard C. |year=2018 |title=The American Cancer Society public health statement on eliminating combustible tobacco use in the United States |journal=CA: A Cancer Journal for Clinicians |volume=68 |issue=4 |pages=240–245 |doi=10.3322/caac.21455 |issn=0007-9235 |pmid=29889305 |doi-access=free}} Fruity and sugary e-liquid flavorings such as bubble gum, cheesecake, gummy bear, cotton candy, peanut butter cup, and cookies 'n cream{{cite web |first=Laura |last=Bach |date=June 2017 |title=Flavored Tobacco Products Attract Kids |url=https://nomoreflavoredtobacco.org/wp-content/uploads/2017/06/Flavored_Tobacco_Attracts_Kids.pdf |publisher=Campaign for Tobacco-Free Kids |pages=1–2}} are used to target children.{{cite journal |last1=Wolff |first1=Mary S. |last2=Buckley |first2=Jessie P. |last3=Engel |first3=Stephanie M. |last4=McConnell |first4=Rob S. |last5=Barr |first5=Dana B. |year=2017 |title=Emerging exposures of developmental toxicants |journal=Current Opinion in Pediatrics |volume=29 |issue=2 |pages=218–224 |doi=10.1097/MOP.0000000000000455 |issn=1040-8703 |pmc=5473289 |pmid=28059904}}{{cite journal |last1=Modesto-Lowe |first1=Vania |last2=Alvarado |first2=Camille |year=2017 |title=E-cigs . . . Are They Cool? Talking to Teens About E-Cigarettes |journal=Clinical Pediatrics |volume=56 |issue=10 |pages=947–952 |doi=10.1177/0009922817705188 |issn=0009-9228 |pmid=28443340 |s2cid=44423931}}

A 2015 study reported that Independent e-cigarette businesses targeting youth presented them in creative packaging. Juul, as of 2018 the top-selling US e-cigarette, was then shaped like a USB flash drive.{{cite journal |last1=Marynak |first1=Kristy |last2=Gentzke |first2=Andrea |last3=Wang |first3=Teresa W. |last4=Neff |first4=Linda |last5=King |first5=Brian A. |year=2018 |title=Exposure to Electronic Cigarette Advertising Among Middle and High School Students — United States, 2014–2016 |journal=MMWR. Morbidity and Mortality Weekly Report |volume=67 |issue=10 |pages=294–299 |doi=10.15585/mmwr.mm6710a3 |issn=0149-2195 |pmc=5857199 |pmid=29543786}}{{PD-notice}}

File:E-cigarettes_Shaped_Like_USB_Flash_Drives.jpg's report entitled E-cigarettes Shaped Like USB Flash Drives: Information for Parents, Educators and Health Care Providers{{cite web |date=11 March 2019 |title=E-cigarettes Shaped Like USB Flash Drives: Information for Parents, Educators and Health Care Providers |url=https://www.cdc.gov/tobacco/basic_information/e-cigarettes/factsheet/index.html |publisher=Centers for Disease Control and Prevention}}{{PD-notice}}]]

Themes in e-cigarette marketing, including sexual content, and customer satisfaction, are used to market many kinds of products, including traditional cigarettes, because of their appeal to broad audiences.{{rp|7; Chapter 1}}Such influencers encouraged viewers to "take their freedom back."{{cite journal |last1=Rinkoo |first1=ArvindVashishta |last2=Kaur |first2=Jagdish |year=2017 |title=Getting real with the upcoming challenge of electronic nicotine delivery systems: The way forward for the South-East Asia region |journal=Indian Journal of Public Health |volume=61 |issue=5 |pages=S7–S11 |doi=10.4103/ijph.IJPH_240_17 |issn=0019-557X |pmid=28928312 |doi-access=free}} Cartoon characters such as "Hello Kitty" were used to promote vaping, even though they are prohibited in traditional cigarette advertising.{{rp|7}}

A 2014 study reported that e-cigarette marketing with themes of health and lifestyle may encourage non-smoking youth to try vaping. A 2017 study reported that the "safer than cigarettes" message was attracting young adults.{{cite journal |last1=Verhaegen |first1=A. |last2=Van Gaal |first2=L. |year=2017 |title=Do E-cigarettes induce weight changes and increase cardiometabolic risk? A signal for the future |journal=Obesity Reviews |volume=18 |issue=10 |pages=1136–1146 |doi=10.1111/obr.12568 |issn=1467-7881 |pmid=28660671 |s2cid=29298086}}

A 2017 scoping review concluded that e-cigarette makers were fostering a vaping culture to entice youth. A 2019 study reported that "over 90% of posts were related to lifestyle appeal, displaying pictures and videos meant to evoke feelings of relaxation, freedom, and sex appeal in the context of the JUUL product and flavor images."

{{cquote|Tobacco and e-cigarette companies continue to use sophisticated advertising to promote their products, as they have historically. They place ads on social media, sponsor music festivals and other events, host interactive photo booths, and distribute free samples. They also make and promote kid-friendly flavors like cotton candy and gummi bear. Youth use is a particular concern. A systematic review and meta analysis found e-cigarette use was clearly associated with current smoking and a "strong risk factor" for future smoking among youth.{{cite journal|last1=Darville|first1=Audrey|last2=Hahn|first2=Ellen J.|title=E-cigarettes and Atherosclerotic Cardiovascular Disease: What Clinicians and Researchers Need to Know|journal=Current Atherosclerosis Reports|volume=21|issue=5|page=15|year=2019|issn=1523-3804|doi=10.1007/s11883-019-0777-7|pmid=30877398|s2cid=80617347}}

}} A 2015 study reported that independent vendors used social media to offer price discounts. A 2018 study explored retail websites, marketing, and promotional campaigns and reported frequent appeals to adolescents by celebrities, use of cartoons, and claims of improved social activity and sex appeal. A 2015 study reported that often misleading marketing claims appealed to teens.{{rp|I}}

In 2018 several e-cigarette businesses offered scholarships in order to put their company name on university websites,{{cite news |author=Collin Binkley |date=8 June 2018 |title=Companies that sell e-cigarettes are offering college scholarships for teens as part of their marketing campaigns |url=http://www.businessinsider.com/e-cigarette-sellers-are-offering-scholarships-for-teens-2018-6 |work=Business Insider |agency=Associated Press}} including at Harvard, the University of California at Berkeley, and the University of Pittsburgh and other schools opposed to vaping.{{cite news |date=26 March 2018 |title=Vaping essays: e-cigarette sellers offering scholarships |url=https://www.nbcnews.com/health/kids-health/vaping-essays-e-cigarette-sellers-offering-scholarships-n881361?cid=public-rss_20180613 |work=NBC News |agency=Associated Press}} A 2017 study reported the use of college admissions message boards to host pro-vaping messages. A 2019 study reported e-cigarette companies inviting high school students to write articles about e-cigarette health benefits in return for a chance at a scholarship.{{cite web |author=Harvey Carr |date=29 January 2019 |title=Marketing Electronic Cigarettes: What You Should Know |url=https://businessingmag.com/7646/marketing/marketing-electronic-cigarettes-what-you-should-know/ |publisher=Businessing Magazine}}

Four Scottish communities participated in a 2018 observational study that reported that in 36% of stores, e-cigarette material was placed near products popular to children.

E-cigarettes have been promoted using strategies that are not legally permissible for traditional cigarettes, including television, sports, and music event sponsorships, in-store self-service displays, and advertisements placed outside of brick-and-mortar businesses at children's eye level.

Juul closed its official Instagram account in 2018, although fan accounts such as the #Doit4Juul hashtag continued.

File:Ecig_youth_chart.jpg

From 2011-2017 young adults saw increasing numbers of e-cigarette television advertisements, reaching 64% of US young adults as of 2015.{{rp|159; Chapter 4}} A 2014 study reported that 82% of US young adults aged 18 to 21 (as well as 47% of teenagers) were exposed to magazine ads,{{rp|158–159; Chapter 4}} declining to 57% as of 2015; venues included tabloids, entertainment weeklies, and men's lifestyle magazines.{{rp|163; Chapter 4}}{{cite journal |last1=Pokhrel |first1=Pallav |last2=Fagan |first2=Pebbles |last3=Herzog |first3=Thaddeus A. |last4=Laestadius |first4=Linnea |last5=Buente |first5=Wayne |last6=Kawamoto |first6=Crissy T. |last7=Lee |first7=Hye-Ryeon |last8=Unger |first8=Jennifer B. |year=2018 |title=Social media e-cigarette exposure and e-cigarette expectancies and use among young adults |journal=Addictive Behaviors |volume=78 |pages=51–58 |doi=10.1016/j.addbeh.2017.10.017 |issn=0306-4603 |pmc=5783750 |pmid=29127784}} In 2014 the UK banned an ad for inappropriately appealing to children.{{cite news |last=Buchanan |first=Rose Troup |date=10 November 2014 |title=First e-cigarette 'vaping' advert to be shown on TV criticised for being 'highly sexualised' |url=https://www.independent.co.uk/news/media/advertising/e-cigarette-adverts-banned-by-watchdog-8837484.html |work=The Independent}}

A 2014 study reported that age verification systems at multiple e-cigarette company websites failed to prevent youth from access and exposure to marketing materials. Only half of e-cigarette company websites included a minimum age notice.{{cite journal |last1=Cai |first1=Hua |last2=Wang |first2=Chen |year=2017 |title=Graphical review: The redox dark side of e-cigarettes; exposure to oxidants and public health concerns |journal=Redox Biology |volume=13 |pages=402–406 |doi=10.1016/j.redox.2017.05.013 |issn=2213-2317 |pmc=5493817 |pmid=28667909}} A 2014 report using advertising industry data reported that 73% of 12-17 year-olds were exposed to e-cigarette advertising from blu, the most heavily advertised brand at the time.{{rp|8}}

US ad exposure increased during 2014–2016 (2014: 68.9%; 2016: 78.2%). Youth exposure increased for retail stores (54.8% to 68.0%), decreased for newspapers and magazines (30.4% to 23.9%), and did not significantly change for the Internet or television. Retail stores were the most common exposure source (>50%), followed by television (44.5%), Internet (42.6%), and print media (<33%).

In 2016 in the US, ad exposure was greater than 70% for females (79.9%), males (76.5%); non-Hispanic whites (79.6%), Hispanics (77.0%), and others (73.6%), 6th graders (75.0%); high school students (79.2%), middle school students (76.9%); tobacco consumers (82.7%), and non-users (77.6%).

File:Ecig_youth.jpg

In 2015, FDA stated that e-cigarette marketing had been aimed at children. By contrast, another 2015 report cited e-cigarette businesses claiming to not target children.{{cite journal |last1=Johnson |first1=Molly |last2=Pennington |first2=Nicole |year=2015 |title=Adolescent Use of Electronic Cigarettes: An Emergent Health Concern for Pediatric Nurses |journal=Journal of Pediatric Nursing |volume=30 |issue=4 |pages=611–615 |doi=10.1016/j.pedn.2014.11.006 |issn=0882-5963 |pmid=25482982}} Techniques such as easy availability, alluring advertisements, various e-liquid flavors, and safety claims helped them appeal to this age group.{{cite web |date=March 2018 |title=Electronic Cigarettes (E-cigarettes) |url=https://www.drugabuse.gov/publications/drugfacts/electronic-cigarettes-e-cigarettes |publisher=National Institute on Drug Abuse}}{{PD-notice}}

File:Ecig_youth.jpg released a 2016 report titled E-cigarette Ads and Youth which concerned marketing towards adolescents.]]

A 2015 study claimed that marketing was partly responsible for the increase in adolescent vaping. a 2015 study claimed that marketing led to an increase in e-cigarette use and experimentation by youth.{{rp|4}}

{{quote box

| quote = The long-term success of any market is dependent on recruiting new generations of consumers. In the case of tobacco, these beginners are typically children – few adults take up smoking – and the tobacco industry's dependence on selling to the young has become notorious. Similar concerns are apparent for e-cigarettes, with the production of variants such as e-shisha and flavoured and coloured offerings (with or without nicotine).

| source = Cancer Research UK{{rp|X}}

| width = 33%

}}

A 2016 study found 11–16-year-old English children exposed to e-cigarette ads that highlighting flavored increased appeal and interest.{{cite journal |last1=Peterson |first1=Lisa A. |last2=Hecht |first2=Stephen S. |year=2017 |title=Tobacco, e-cigarettes, and child health |journal=Current Opinion in Pediatrics |volume=29 |issue=2 |pages=225–230 |doi=10.1097/MOP.0000000000000456 |issn=1040-8703 |pmc=5598780 |pmid=28059903}} Another 2016 study reported that in 2014, about 70% of US middle school and high school students – more than 18 million – said they had seen e-cigarette advertising. Retail stores were the most frequent source of this advertising, followed by the internet, television and movies, and magazines and newspapers.

File:Business_Trends.jpg's report entitled Business Trends]]

File:Ecig_marketing_youth_exposure.jpg

A 2018 study reported that young adults who were receptive to e-cigarette advertising were more likely to use traditional cigarettes,{{cite news |last=Holdren |first=Wendy |date=26 March 2018 |title=Study shows e-cigarette ads could lead to traditional smoking among teens |url=http://www.register-herald.com/health/study-shows-e-cigarette-ads-could-lead-to-traditional-smoking/article_41452ec8-274d-5c67-b865-cfe770c1a774.html |work=The Register-Herald}} although smoking has continued to decline among all groups. A 2018 study reported that ad exposure was associated with higher odds of use among US middle and high school students.

{{quote box

| quote = The dual use of ECs and tobacco cigarettes is rising, and the growing popularity of ECs may promote the use of tobacco cigarettes in adolescents. Furthermore, despite EC manufacturer's claims of using marketing campaigns that target adults, not adolescents, ECs have achieved substantial penetration into youth markets worldwide.

| source = Cardiology in Review{{cite journal|last1=Aicher|first1=Brittany O.|last2=Frishman|first2=William H.|title=Electronic Cigarettes|journal=Cardiology in Review|volume=24|issue=6|year=2016|pages=261–267|issn=1061-5377|doi=10.1097/CRD.0000000000000121|pmid=27548689|s2cid=3448968}}

| width = 33%

}}

A 2019 review stated:

File:Marketing_to_Youth_and_Young_Adults.jpg's report Marketing to Youth and Young Adults{{cite web |year=2019 |title=Did You Know? – Marketing to Youth and Young Adults |url=https://e-cigarettes.surgeongeneral.gov/getthefacts.html#did-you-know |publisher=Surgeon General of the United States}}{{PD-notice}}]]

File:Juul_vaping_device_with_pods_(cropped).jpg

In April 2018, the US FDA opened an investigation of Juul's marketing to assess whether they were marketing to youth,{{cite news |last1=Richtel |first1=Matt |last2=Kaplan |first2=Sheila |date=27 August 2018 |title=Did Juul Lure Teenagers and Get 'Customers for Life'? |url=https://www.nytimes.com/2018/08/27/science/juul-vaping-teen-marketing.html |work=The New York Times}} including an inspection of Juul headquarters.{{cite news |author=RNN Staff |date=2 October 2018 |title=FDA seizes documents from e-cigarette maker in broader crackdown on underage vaping |url=http://www.wect.com/2018/10/03/fda-seizes-documents-e-cigarette-maker-broader-crackdown-underage-vaping/ |archive-url=https://web.archive.org/web/20181004021207/http://www.wect.com/2018/10/03/fda-seizes-documents-e-cigarette-maker-broader-crackdown-underage-vaping/ |archive-date=4 October 2018 |access-date=7 September 2019 |publisher=WECT}} That year Massachusetts investigated online vendors.{{cite news |last1=Suppe |first1=Ryan |date=25 July 2018 |title=Vaping company JUUL investigated by Massachusetts for allegedly marketing to minors |url=https://www.usatoday.com/story/tech/2018/07/25/juul-under-investigation-allegedly-marketing-minors/834760002/ |work=USA Today}} Attorney General Maura Healey sent cease and desist letters to two retailers who had not established age verification procedures.{{cite news |author=Office of Attorney General Maura Healey |date=24 July 2018 |title=AG Healey Announces Investigation into JUUL, Other Online E-Cigarette Retailers Over Marketing and Sale to Minors |url=https://www.mass.gov/news/ag-healey-announces-investigation-into-juul-other-online-e-cigarette-retailers-over-marketing |publisher=Commonwealth of Massachusetts}} Attorney Mike Feuer claimed that VapeCo Distribution, NEwhere Inc., and Kandypens Inc. were marketing to minors. The city of Los Angeles claimed that companies were failing to provide an adequate age-verification system and their marketing was targeting minors. The city attorney accordingly sought an injunction.{{cite news |author=Javier Panzar |date=31 October 2018 |title=L.A. city attorney accuses e-cigarette companies of illegally selling and marketing to minors |url=http://www.latimes.com/local/lanow/la-me-ln-teen-vaping-lawsuit-20181031-story.html |work=Los Angeles Times}}

FDA issued more than 1,300 warning letters and civil money penalty complaints (fines) to retailers who allegedly sold e-cigarette products to minors. In September FDA asked five makers to address the issue and issued 12 warning letters to online retailers.{{cite web |date=12 September 2018 |title=FDA takes new steps to address epidemic of youth e-cigarette use, including a historic action against more than 1,300 retailers and 5 major manufacturers for their roles perpetuating youth access |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm620184.htm |archive-url=https://web.archive.org/web/20180912152343/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm620184.htm |url-status=dead |archive-date=September 12, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}} In October FDA wrote 21 e-cigarette companies, seeking information about their marketing programs.{{cite web |date=12 October 2018 |title=FDA advances investigation into whether more than 40 e-cigarette products are being illegally marketed and outside agency's compliance policy |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm623256.htm |archive-url=https://web.archive.org/web/20181013112447/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm623256.htm |url-status=dead |archive-date=October 13, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}}

In November, Juul announced that it would stop selling most of its flavored pods in retail stores, cease promoting its products on social media, and would allow store sales of flavored products only for outlets with an age verification system.{{cite news |last1=Kaplan |first1=Sheila |last2=Hoffman |first2=Jan |date=13 November 2018 |title=Juul Suspends Selling Most E-Cigarette Flavors in Stores |url=https://www.nytimes.com/2018/08/27/science/juul-vaping-teen-marketing.html |work=The New York Times}} Tobacco, mint, and menthol pods would still be sold to retailers.{{cite news |last1=Tolentino |first1=Jia |author-link=Jia Tolentino |date=15 November 2018 |title=Goodbye to Juul Season |url=https://www.newyorker.com/news/news-desk/goodbye-to-juul-season |magazine=The New Yorker}}

In July 2019, law officials questioned Juul co-founder James Monsees.{{cite news |author=Jack Rodgers |date=25 July 2019 |title=House Panel Grills Juul Chief Over E-Cig Marketing Tactics |url=https://www.courthousenews.com/house-panel-grills-juul-chief-over-e-cig-marketing-tactics/ |publisher=Courthouse News Service}} In August, Juul announced new protocols, including an age-verification point-of-sale system, called the Retail Access Control Standards (RACS) program.{{cite news |author=CSP Staff |date=29 August 2019 |title=Juul Launches Measures to Combat Underage Vaping |url=https://www.cspdailynews.com/tobacco/juul-launches-measures-combat-underage-vaping |work=CSP Daily News}} In October, Juul announced that it would suspend US sales of mango, creme, fruit, and cucumber flavors, and at its online store. Juul continued to offer flavored pods in other countries. In the Philippines Juul continued to sell fruit and other non-tobacco flavors.{{cite news |last1=Nedelman |first1=Michael |date=17 October 2019 |title=Juul to stop selling several flavored products in the United States |url=https://www.cnn.com/2019/10/17/health/juul-stop-selling-flavor-bn/index.html |publisher=CNN}}

Juul was accused of targeting schools, camps, and youth programs.{{cite news |last1=Oliveira |first1=Nicole |date=26 July 2019 |title=FDA Accused Juul of Targeting Teens at School |url=https://www.papermag.com/fda-juul-teens-2639366496.html |work=Paper}} In summer 2018, Juul sponsored a charter school with $134,000 to get them to circulate Juul materials on how to educate children about healthy lifestyles. In April 2017, a Juul spokesperson went to the Dwight School and told students that their e-cigarettes were "totally safe". Juul offered $10,000 to other schools to allow them to meet with students.{{cite news |last1=Kaplan |first1=Sheila |date=25 July 2019 |title=Juul Targeted Schools and Youth Camps, House Panel on Vaping Claims |url=https://www.nytimes.com/2019/07/25/health/juul-teens-vaping.html |work=The New York Times}} A high school student said, "Juul went into their school and gave a presentation that was supposed to be about anti-vaping. After teachers left the room, Juul gave a presentation that painted Juul as healthy, and left kids believing that they could use it without health risks." In July 2019, Courthouse News Service stated that researcher Robert Jackler testified "that Monsees had said the use of the university's tobacco ad database was 'very helpful as they designed Juul's advertising.' Monsees denied making the statement." Courthouse News Service stated that Stanford had sent cease-and-desist letters to the company.

On September 9, the US FDA issued a warning letter to Juul for marketing unauthorized modified risk tobacco products. The agency issued a second letter concerning issues raised in a Congressional hearing regarding Juul's marking, including messages targeted at students, tribes, health insurers, and employers.{{cite web |date=11 September 2019 |title=Trump Administration Combating Epidemic of Youth E-Cigarette Use with Plan to Clear Market of Unauthorized, Non-Tobacco-Flavored E-Cigarette Products |url=https://www.hhs.gov/about/news/2019/09/11/trump-administration-combating-epidemic-youth-ecigarette-use-plan-clear-market.html |publisher=United States Department of Health and Human Services}}{{PD-notice}} FDA told Juul to amend its marketing practices. A Juul representative stated the company was "reviewing the letters and will fully cooperate".{{cite news |author=Angelica LaVito |date=9 September 2019 |title=FDA slams vaping company Juul for illegal marketing practices, threatens fines or seizure |url=https://www.cnbc.com/2019/09/09/fda-says-juul-illegally-promoted-its-e-cigarettes-as-less-harmful-than-cigarettes.html |publisher=CNBC}}

In May 2018 the US FDA stated in a warning letter to Virtue Vape, LLC that Unicorn Cakes e-liquid was imitating a food product marketed toward children. The labeling/advertising included cartoon imagery of unicorns eating pancakes. Catalina Velasquez of Virtue Vape stated, "We never did it to connect with children, it was to remind grown-ups of when they were a kid."{{cite news |author=Julie Stalmer |date=31 May 2018 |title=Vaping's Wild West |url=https://www.sandiegoreader.com/news/2018/may/31/stringers-vapings-wild-west/ |work=San Diego Reader}}

{{Cquote

| quote = We're committed to the comprehensive approach to address addiction to nicotine that we announced last year. But at the same time, we see clear signs that youth use of electronic cigarettes has reached an epidemic proportion, and we must adjust certain aspects of our comprehensive strategy to stem this clear and present danger. This starts with the actions we're taking today to crack down on retail sales of e-cigarettes to minors. We will also revisit our compliance policy that extended the dates for manufacturers of certain flavored e-cigarettes to submit applications for premarket authorization. I believe certain flavors are one of the principal drivers of the youth appeal of these products. While we remain committed to advancing policies that promote the potential of e-cigarettes to help adult smokers move away from combustible cigarettes, that work can't come at the expense of kids. We cannot allow a whole new generation to become addicted to nicotine. In the coming weeks, we'll take additional action under our Youth Tobacco Prevention Plan to immediately address the youth access to, and the appeal of, these products.

| author = Scott Gottlieb

}}In 2015, three e-cigarette users filed a class action lawsuit for deceptive advertising against e-liquid maker Five Pawns.{{cite news |author=Robbie Hargett |date=24 November 2015 |title=Five Pawns sued over allegedly false claims about e-liquid products |url=https://legalnewsline.com/stories/510649694-five-pawns-sued-over-allegedly-false-claims-about-e-liquid-products |publisher=Legal Newsline}} The suit contended that Five Pawns stated it had removed diacetyl from its e-liquids, that tests had revealed diacetyl and acetylpropionyl, that acetylpropionyl was present in more than a small amount,{{cite news |author=Kaleigh Rogers |date=16 November 2015 |title=Lawsuit Claims Vape Company Lied About the Chemicals It Puts in E-Juice |url=https://www.vice.com/en/article/lawsuit-claims-vape-company-lied-about-the-chemicals-it-puts-in-e-juice/ |publisher=Vice Motherboard}} and that breathing in diacetyl and acetylpropionyl can lead to severe lung ailments, chronic obstructive pulmonary disease, and emphysema. The company denied the allegations and stated that the suit was "unfounded and without merit".

In 2018, two lawsuits against Juul contended that the company's products increased their nicotine addiction, that Juul falsely marketed the device as safe, that it contained higher concentrations of nicotine compared with traditional cigarettes{{cite news |last1=Tiku |first1=Nitasha |date=23 July 2018 |title=Users Sue Juul for Addicting Them to Nicotine |url=https://www.wired.com/story/users-sue-juul-for-addicting-them-to-nicotine/ |magazine=Wired}} and that Juul's marketing was attempting to attract non-smokers.{{cite news |author=Rachel Becker |date=23 July 2018 |title=Juul users sue over the addictive e-cigarette |url=https://www.theverge.com/2018/7/23/17605290/juul-nicotine-addiction-lawsuits-vaping-electronic-cigarettes |work=The Verge}} One lawsuit stated that of two people who began using Juul one developed a nicotine addiction, while the other, a smoker, increased their nicotine addiction and consumption. Another lawsuit stated that the litigant, also a smoker, claimed that the Juul device worsened their nicotine addiction. A third lawsuit came from the mother of a teen who stated her son began using the Juul device at age 15 and became addicted.{{cite news |last1=Kee |first1=Caroline |date=25 July 2018 |title=People Who Use Juul Are Suing Because They Say The E-Cigarette Is Too Addictive |url=https://www.buzzfeednews.com/article/carolinekee/juul-users-suing-over-nicotine-addictions |work=BuzzFeed News}} He was unable to quit using the device, the complaint contended, despite disciplinary measures at home and at school. The lawsuits highlighted Juul's early marketing, the company's patented formula, a study indicating that Juul may provide higher concentrations of nicotine than the company claimed, and that Juul profited from its social media promotions. Juul's Vaporized campaign depicted young people in billboards in Times Square and in Vice magazine, which was emphasized in the suits. "Juul Labs does not believe the cases have merit and will be defending them vigorously", a Juul representative stated in July 2018.

In May 2019, a family sued Juul Labs and Altria (owner of Philip Morris USA), which held a 35% interest in Juul.{{cite news |last1=Dickson |first1=EJ |date=6 May 2019 |title=Juul Faces Class-Action Lawsuit for Allegedly Marketing Vapes to Teens |url=https://www.rollingstone.com/culture/culture-news/juul-faces-class-action-lawsuit-for-allegedly-marketing-vapes-to-teens-831675/ |magazine=Rolling Stone}} A student began using mango-flavored Juul at age 14 but claimed to not realize it contained nicotine. She had seizures after using the device, according to the suit.{{cite news |last1=Ho |first1=Catherine |date=21 April 2019 |title=Mounting lawsuits against Juul reminiscent of early tobacco litigation |url=https://www.sfchronicle.com/business/article/Mounting-lawsuits-against-Juul-reminiscent-of-13783089.php?psid=k2VMn |work=San Francisco Chronicle}} A Juul spokesperson stated, "JUUL Labs is committed to eliminating combustible cigarettes, the number one cause of preventable death in the world. Our product is intended to be a viable alternative for current adult smokers only. We do not want non-nicotine users, especially youth, to ever try our product. To this end, we have launched an aggressive action plan to combat underage use as it is antithetical to our mission. To the extent these cases allege otherwise, they are without merit and we will defend our mission throughout this process." That month North Carolina sued Juul, stating that the company targeted children.{{cite news |last1=Howard |first1=Jacqueline |date=27 August 2019 |title=North Carolina sues eight e-cigarette companies, alleging marketing to children |url=https://www.cnn.com/2019/08/27/health/ecigarette-north-carolina-lawsuit-bn/index.html |publisher=CNN}} AG Josh Stein requested that a court restrict the number of flavors that the company sells and make sure that minors would not be able to purchase its products.{{cite news |date=15 May 2019 |title=North Carolina sues e-cigarette maker Juul over marketing |url=https://www.cbsnews.com/news/juul-north-carolina-sues-e-cigarette-maker-over-marketing-2019-05-15/ |work=CBS News}} In August 2019, Stein took legal action against eight e-cigarette businesses, stating that they were "unlawfully targeting children" and not mandating age-verification by retailers. The companies were Beard Vape, Direct eLiquid, Electric Lotus, Electric Tobacconist, Eonsmoke, Juice Man, Tinted Brew, and VapeCo.

In July 2019, a teenager sued Juul in New Jersey, stating that when he was 16 he started using Juul. After a year, he stated he was using two pods every day. "He would JUUL during class, at home, while driving, practically anywhere that he could get away with it. He struggled to function without nicotine, and when he tried to quit using the product, he would have mood swings and become irritable," according to the lawsuit. "Like the prior cases that this one copies, it is without merit and we will defend our mission throughout this process," the company Juul stated.{{cite news |last1=Heyboer |first1=Kelly |date=24 August 2019 |title=I'm so hooked on vaping, I sleep with my JUUL, addicted teen says in lawsuit |url=https://www.nj.com/news/2019/08/im-so-hooked-on-vaping-i-sleep-with-my-juul-addicted-teen-says-in-lawsuit.html |publisher=NJ.com}}

In August 2019, a mother in Clay County, Missouri sued Juul in federal court, stating that the company "developed a marketing strategy" that targets youth, such as her daughter, who were in danger of developing a nicotine addiction. Juul stated that the lawsuit was "without merit."They also stated, "We have never marketed to youth and do not want any non-nicotine users to try our products. Last year, we launched an aggressive action plan to combat underage use as it is antithetical to our mission." The suit claimed that the daughter began vaping at age 14 in 2018.{{cite news |last1=Schwers |first1=Kaitlyn |date=27 August 2019 |title=North Carolina sues eight e-cigarette companies, alleging marketing to children |url=https://www.kansascity.com/news/local/article234443292.html |publisher=Kansas City Star}}

Also in August 2019, Lake County, Illinois sued Juul, stating the company had downplayed the effects of nicotine and other e-liquid substances. The suit alleged that the company targeted underage individuals. The company replied that Juul was focused on switching adult smokers to e-cigarettes and denied ever marketing to youth.{{cite news |last1=Abcede |first1=Angel |date=28 August 2019 |title=Illinois County Files Suit Against Juul |url=https://www.cspdailynews.com/tobacco/illinois-county-files-suit-against-juul |work=CSP Daily News}} The suit claimed that Juul used social media to influence young people to post selfies of themselves vaping. The company responded that it had exited Instagram and Facebook and worked to remove inappropriate content generated by others.{{cite news |last1=Edwards |first1=Erika |date=13 August 2019 |title=Illinois county sues e-cigarette maker Juul over youth marketing |url=https://www.nbcnews.com/health/kids-health/illinois-county-sues-e-cigarette-maker-juul-over-youth-marketing-n1042011 |work=NBC News}}

A 2017 review reported that e-cigarettes were marketed to non-smokers.{{rp|15; Chapter 1}} A 2017 scoping review reported that e-cigarette makers were attempting to forge a vaping culture that entices non-smokers. In a 2019 study, these authors claimed that promotion of e-cigarettes may encourage non-smokers, particularly young people, to experiment with traditional tobacco products.

Offering products designed to resemble traditional cigarettes and lure smokers to switch to vaping might have the opposite effect, letting vapers think that smoking was basically the same thing.{{cite journal |last1=Vasiljevic |first1=Milica |last2=St John Wallis |first2=Amelia |last3=Codling |first3=Saphsa |last4=Couturier |first4=Dominique-Laurent |last5=Sutton |first5=Stephen |last6=Marteau |first6=Theresa M |year=2018 |title=E-cigarette adverts and children's perceptions of tobacco smoking harms: an experimental study and meta-analysis |journal=BMJ Open |volume=8 |issue=7 |page=e020247 |doi=10.1136/bmjopen-2017-020247 |issn=2044-6055 |pmc=6082488 |pmid=30012646}}{{CC-notice|cc=by4|url=https://bmjopen.bmj.com/content/8/7/e020247.long|author(s)=Milica Vasiljevic, Amelia St John Wallis, Saphsa Codlin, Dominique-Laurent Couturier, Stephen Sutton, and Theresa M Marteau}}

E-liquids are often flavored. A 2010 study suggested that e-cigarettes were marketed in 7764 different flavors.{{rp|9}} Popular options included fruit, candy, and dessert.{{cite journal |last1=Normandin |first1=Patricia A. |last2=Benotti |first2=Stacey A. |year=2015 |title=Pediatric Emergency Update: Lethality of Liquid Nicotine in E-Cigarettes |journal=Journal of Emergency Nursing |volume=41 |issue=4 |pages=357–359 |doi=10.1016/j.jen.2015.04.001 |issn=0099-1767 |pmid=25913384}}

A 2010 study reported that some e-liquid contents did not match their label. One product claimed to include tadalafil, but instead contained its analogue amino-tadalafil. Another was contaminated with an oxidative impurity of its primary ingredient, rimonabant. Others contained unlabeled nicotine.{{cite journal |last1=Etter |first1=J. F. |last2=Bullen |first2=C. |last3=Flouris |first3=A. D. |last4=Laugesen |first4=M. |last5=Eissenberg |first5=T. |date=May 2011 |title=Electronic nicotine delivery systems: a research agenda |journal=Tobacco Control |volume=20 |issue=3 |pages=243–8 |doi=10.1136/tc.2010.042168 |pmc=3215262 |pmid=21415064}}

Products may be marketed as sweet, and include sweeteners. A 2018 study reported that 37 e-liquid samples contained sucrose. A 2016 study reported that sweeter flavors were more enticing than others among young adult frequent vapers.{{cite journal |last1=DeVito |first1=Elise E. |last2=Krishnan-Sarin |first2=Suchitra |year=2018 |title=E-cigarettes: Impact of E-Liquid Components and Device Characteristics on Nicotine Exposure |journal=Current Neuropharmacology |volume=16 |issue=4 |pages=438–459 |doi=10.2174/1570159X15666171016164430 |issn=1570-159X |pmc=6018193 |pmid=29046158}}

Some e-liquid ads show the liquid flowing from a unicorn in a rainbow of colors.{{cite journal |last1=Jackler |first1=Robert K |last2=Ramamurthi |first2=Divya |year=2017 |title=Unicorns cartoons: marketing sweet and creamy e-juice to youth |journal=Tobacco Control |volume=26 |issue=4 |pages=471–475 |doi=10.1136/tobaccocontrol-2016-053206 |issn=0964-4563 |pmid=27543562 |s2cid=38517753}} Flavors included unicorn milk, unicorn cream, unicorn juice, unicorn magic, unicorn blood, unicorn poop, unicorn piss, unicorn tears, unicorn puke, unicorn vomit, unicorn spew, unicorn breath, unicorn jizz, unicorn porn, unicorn sprinkles, unicorn dust, unicorn cake, unicorn horn, unicorn slayer, unicorn killer, unicorn revenge, unicorn roar, and unicorn clouds.

At the 2017 World Vapor Expo samples of candy-flavored e-liquids were provided along with matching candy samples.{{cite journal |last1=Ben Taleb |first1=Ziyad |last2=Ebrahimi Kalan |first2=Mohammad |year=2018 |title=World Vapor Expo 2017: e-cigarette marketing tactics |journal=Tobacco Control |volume=27 |issue=e1 |pages=tobaccocontrol–2017–054128 |doi=10.1136/tobaccocontrol-2017-054128 |issn=0964-4563 |pmid=29540557 |s2cid=3933933}}

E-liquid companies have used cartoons to promote their products, including using cartoon imagery as part of their logo,{{cite journal |last1=Kirkpatrick |first1=Matthew G. |last2=Cruz |first2=Tess Boley |last3=Unger |first3=Jennifer B. |last4=Herrera |first4=Josseline |last5=Schiff |first5=Sara |last6=Allem |first6=Jon-Patrick |year=2019 |title=Cartoon-based e-cigarette marketing: Associations with susceptibility to use and perceived expectations of use |journal=Drug and Alcohol Dependence |volume=201 |pages=109–114 |doi=10.1016/j.drugalcdep.2019.04.018 |issn=0376-8716 |pmc=6653577 |pmid=31207451}} such as unicorn-themed e-liquids. Other packages the labeling of cookies, juice boxes, and whipped cream.{{cite news |author=William Tong |date=24 June 2018 |title=State Rep. William Tong: The vape industry's attack on our kids |url=https://www.stamfordadvocate.com/opinion/article/State-Rep-William-Tong-The-vape-industry-s-13018378.php |work=The Advocate}} Some e-liquids may have labeling or advertising that misleads youth into thinking the products are things they would eat or drink – like a juice box, piece of candy, or cookie. Examples included One Mad Hit Juice Box, Vape Heads Sour Smurf Sauce, and V'Nilla Cookies & Milk,{{cite web |date=1 May 2018 |title=FDA, FTC take action against companies misleading kids with e-liquids that resemble children's juice boxes, candies and cookies |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm605507.htm |archive-url=https://web.archive.org/web/20180721042101/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm605507.htm |url-status=dead |archive-date=July 21, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}} Whip'd Strawberry, and Twirly Pop.

File:Twirly_pop.png stated, in a warning letter to Omnia E-Liquid on May 1, 2018, that the labeling and/or advertising of the e-liquid looks very similar to lollipops that are marketed toward, and/or appealing to, children, such as Unicorn Pops, Whirly Pop, and Twirl Pops lollipops. They stated that the Twirly Pop e-liquid has a scent like Unicorn Pops lollipops, and that the two products had been packaged together.{{cite web |date=1 May 2018 |title=Omnia E-Liquid 5/1/18 |url=https://www.fda.gov/ICECI/EnforcementActions/WarningLetters/ucm605893.htm |archive-url=https://web.archive.org/web/20180726040249/https://www.fda.gov/ICECI/EnforcementActions/WarningLetters/ucm605893.htm |url-status=dead |archive-date=July 26, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}}]]

{{Further|Regulation of electronic cigarettes}}

Regulations for e-cigarette advertising vary internationally.{{cite journal |last1=Wadsworth |first1=E. |last2=McNeill |first2=A. |last3=Li |first3=L. |last4=Hammond |first4=D. |last5=Thrasher |first5=J.F. |last6=Yong |first6=H.-H. |last7=Cummings |first7=K.M. |last8=Fong |first8=G.T. |last9=Hitchman |first9=S.C. |year=2018 |title=Reported exposure to E-cigarette advertising and promotion in different regulatory environments: Findings from the International Tobacco Control Four Country (ITC-4C) Survey |journal=Preventive Medicine |volume=112 |pages=130–137 |doi=10.1016/j.ypmed.2018.04.022 |issn=0091-7435 |pmc=6319270 |pmid=29678615}} Many countries lack specific e-cigarette regulations{{cite journal |last1=Zarobkiewicz |first1=Michal Konrad |last2=Wozniakowski |first2=Mateusz Mariusz |last3=Slawinski |first3=Miroslaw Aleksander |last4=Samborski |first4=Patryk Michal |last5=Wawryk-Gawda |first5=Ewelina |last6=Jodlowska-Jedrych |first6=Barbara |year=2016 |title=Analysis of Polish internet retail sites offering electronic cigarettes |journal=Roczniki Panstwowego Zakladu Higieny |volume=67 |issue=3 |pages=287–290 |pmid=27546326}} or are not subject to the same restrictions as traditional cigarettes. Brazil prohibited the selling and advertising of e-cigarettes in 2013, whereas Finland treated them as medical products and prohibited only advertising.{{cite journal |last1=Pepper |first1=J. K. |last2=Brewer |first2=N. T. |year=2013 |title=Electronic nicotine delivery system (electronic cigarette) awareness, use, reactions and beliefs: a systematic review |journal=Tobacco Control |volume=23 |issue=5 |pages=375–384 |doi=10.1136/tobaccocontrol-2013-051122 |issn=0964-4563 |pmc=4520227 |pmid=24259045}} As of 2017 48 countries worldwide had implemented e-cigarette regulations.

The sale of nicotine e-cigarettes is prohibited in 13 of the 59 countries that regulate such products, according to a 2014 World Health Organization report.{{rp|10}} Most allowed nicotine e-cigarettes to be sold to the general population.{{rp|10}} The report also listed 29 countries regulate sales to minors.{{rp|9–10}}

A 2016 World Health Organization report suggested regulating advertisin, promotion, and sponsorships.{{cite web |date=August 2016 |title=Electronic Nicotine Delivery Systems and Electronic Non-Nicotine Delivery Systems (ENDS/ENNDS) |url=https://www.who.int/fctc/cop/cop7/FCTC_COP_7_11_EN.pdf |website=World Health Organization |pages=1–11}}{{rp|6}}

E-cigarettes containing nicotine are listed as drug delivery devices in some countries, and marketing was restricted.{{cite journal |last1=Cervellin |first1=Gianfranco |last2=Borghi |first2=Loris |last3=Mattiuzzi |first3=Camilla |last4=Meschi |first4=Tiziana |last5=Favaloro |first5=Emmanuel |last6=Lippi |first6=Giuseppe |year=2013 |title=E-Cigarettes and Cardiovascular Risk: Beyond Science and Mysticism |journal=Seminars in Thrombosis and Hemostasis |volume=40 |issue=1 |pages=060–065 |doi=10.1055/s-0033-1363468 |issn=0094-6176 |pmid=24343348 |doi-access=free}}

Organizations such as the Electronic Cigarette Association, Consumer Advocates for Smoke-Free Alternatives Association, and Vapers International, Inc., lobbied to impede restrictions.

File:Vaping_warning_statement_(cropped).jpg

The Family Smoking Prevention and Tobacco Control Act of 2009 banned the sale of flavored cigarettes except for menthol. The law did not prohibit other flavored tobacco products.

A 2010 District Court decision blocked makers from marketing e-cigarettes as smoking reduction aids. However, advertisers used indirect tactics such as affiliate marketing to advance claims about the products' health and safety profile and their role in smoking cessation.

A 2016 report claimed that organized opposition to regulation began in 2013.{{cite journal |last1=Cox |first1=Elizabeth |last2=Barry |first2=Rachel Ann |last3=Glantz |first3=Stanton |year=2016 |title=E-cigarette Policymaking by Local and State Governments: 2009-2014 |journal=The Milbank Quarterly |volume=94 |issue=3 |pages=520–596 |doi=10.1111/1468-0009.12212 |issn=0887-378X |pmc=5020143 |pmid=27620685}}

As of 2015, the US had few restrictions in on e-cigarette marketing and none on advertising,{{cite journal |last1=Maloney |first1=Erin K. |last2=Cappella |first2=Joseph N. |year=2015 |title=Does Vaping in E-Cigarette Advertisements Affect Tobacco Smoking Urge, Intentions, and Perceptions in Daily, Intermittent, and Former Smokers? |journal=Health Communication |volume=31 |issue=1 |pages=1–10 |doi=10.1080/10410236.2014.993496 |issn=1041-0236 |pmid=25758192 |s2cid=31328176}} with testing not required prior to marketing.{{cite journal |last1=Smith |first1=L |last2=Brar |first2=K |last3=Srinivasan |first3=K |last4=Enja |first4=M |last5=Lippmann |first5=S |date=June 2016 |title=E-cigarettes: How "safe" are they? |url=http://www.mdedge.com/jfponline/article/109243/addiction-medicine/e-cigarettes-how-safe-are-they |journal=J Fam Pract |volume=65 |issue=6 |pages=380–5 |pmid=27474819}}

FDA began regulating the manufacturing, marketing, and sales of e-cigarette products as tobacco products in 2016.{{cite journal |last1=Yu |first1=Sheila |last2=Escobedo |first2=Patricia |last3=Garcia |first3=Robert |last4=Cruz |first4=Tess |last5=Unger |first5=Jennifer |last6=Baezconde-Garbanati |first6=Lourdes |last7=Meza |first7=Leah |last8=Sussman |first8=Steve |year=2018 |title=A Descriptive Longitudinal Study of Changes in Vape Shop Characteristics and Store Policies in Anticipation of the 2016 US FDA Regulations of Tobacco Products, Including E-Cigarettes |journal=International Journal of Environmental Research and Public Health |volume=15 |issue=2 |page=313 |doi=10.3390/ijerph15020313 |issn=1660-4601 |pmc=5858382 |pmid=29439464 |doi-access=free}}{{CC-notice|cc=by4|url=http://www.mdpi.com/1660-4601/15/2/313/htm|author{s}=Sheila Yu, Patricia Escobedo, Robert Garcia, Tess Boley Cruz, Jennifer B. Unger, Lourdes Baezconde-Garbanati, Leah Meza, and Steve Sussman}} Effective May 10, 2018, US vape retailers were required to include health warnings on the package and on advertisements. The Tobacco Master Settlement Agreement forbids tobacco companies from using cartoon characters.{{cite journal |last1=Allem |first1=Jon-Patrick |last2=Cruz |first2=Tess Boley |last3=Unger |first3=Jennifer B |last4=Toruno |first4=Ruth |last5=Herrera |first5=Josseline |last6=Kirkpatrick |first6=Matthew G |year=2019 |title=Return of cartoon to market e-cigarette-related products |journal=Tobacco Control |volume=28 |issue=5 |pages=555–557 |doi=10.1136/tobaccocontrol-2018-054437 |issn=0964-4563 |pmc=6669092 |pmid=30049688}}

Internet marketers claimed that regulating vaping would constrain innovation and restrict smoking alternatives.{{cite journal |last1=Leone |first1=Frank T. |last2=Douglas |first2=Ivor S. |year=2014 |title=The Emergence of E-Cigarettes: A Triumph of Wishful Thinking over Science |journal=Annals of the American Thoracic Society |volume=11 |issue=2 |pages=216–219 |doi=10.1513/AnnalsATS.201312-428ED |issn=2325-6621 |pmid=24575986}}

As of 2017, the marketing of other flavored products was widely permitted, and makers introduced flavored products.{{cite journal |last1=Huang |first1=Li-Ling |last2=Baker |first2=Hannah M |last3=Meernik |first3=Clare |last4=Ranney |first4=Leah M |last5=Richardson |first5=Amanda |last6=Goldstein |first6=Adam O |year=2017 |title=Impact of non-menthol flavours in tobacco products on perceptions and use among youth, young adults and adults: a systematic review |journal=Tobacco Control |volume=26 |issue=6 |pages=709–719 |doi=10.1136/tobaccocontrol-2016-053196 |issn=0964-4563 |pmc=5661267 |pmid=27872344}} In the years leading up to 2017, tobacco makers substantially increased marketing flavored non-cigarette tobacco products, including e-cigarettes and cigars.

In 2017, San Francisco banned sales of all flavored nicotine products.{{cite news |last1=Park |first1=Madison |last2=Selig |first2=Roni |date=6 June 2018 |title=San Francisco bans sales of flavored tobacco products |url=https://www.cnn.com/2018/06/06/health/san-francisco-flavored-cigarettes-proposition-e/index.html |publisher=CNN}} This law stemmed from concerns that these products targeted youth and people of color.{{cite web |year=2018 |title=Prohibiting Tobacco Retailers from Selling Flavored Tobacco Products Referendum |url=https://www.spur.org/voter-guide/san-francisco-2018-06/prop-e-flavored-tobacco-ban |publisher=San Francisco Bay Area Planning and Urban Research Association}} Reynolds Tobacco Company collected sufficient signatures for a referendum for San Francisco voters. Despite $12 million spent against the ban,{{cite journal |last1=Yang |first1=Y. Tony |last2=Glantz |first2=Stanton |year=2018 |title=San Francisco Voters End the Sale of Flavored Tobacco Products Despite Strong Industry Opposition |journal=Annals of Internal Medicine |volume=169 |issue=10 |pages=708–709 |doi=10.7326/M18-2317 |issn=0003-4819 |pmc=6242756 |pmid=30304334}} voters passed Proposition E that effectively banned the sale of flavored tobacco products, including flavored e-liquids on June 5, 2018.{{cite news |author=Robert King |date=26 July 2018 |title=San Francisco first city to ban e-cigarette flavors |url=https://www.washingtonexaminer.com/policy/healthcare/san-francisco-first-city-to-ban-e-cigarette-flavors |work=Washington Examiner}}{{cite news |author=Jan Hoffman |date=6 June 2018 |title=San Francisco Voters Uphold Ban on Flavored Vaping Products |url=https://www.nytimes.com/2018/06/06/health/vaping-ban-san-francisco.html |work=The New York Times}}

As of 2018 several US jurisdictions had passed laws that increased the minimum age of sale for e-cigarettes to 21 years. In June 2019, San Francisco banned the sale of e-cigarettes.{{cite news |last1=Huet |first1=Ellen |date=25 June 2019 |title=San Francisco Becomes First U.S. City to Pass an E-Cigarette Ban |url=https://www.bloomberg.com/news/articles/2019-06-25/juul-ban-in-san-francisco-is-expected-to-be-passed |publisher=Bloomberg News}}{{cite news |last1=Nedelman |first1=Michael |date=1 July 2019 |title=San Francisco mayor signs ban on e-cigarettes sales |url=https://www.cnn.com/2019/07/01/health/san-francisco-mayor-ecigarette-ban-bn/index.html |publisher=CNN}} In June 2019, Beverly Hills banned the sale of cigarettes, cigars, e-cigarettes and other tobacco products.{{cite news |last1=O'Reilly |first1=Andrew |date=5 June 2019 |title=Beverly Hills becomes first US city to ban sale of tobacco products |url=https://www.foxnews.com/politics/beverly-hills-becomes-1st-us-city-to-ban-sale-of-tobacco-products |publisher=Fox News}}

FDA announced its Comprehensive Plan for Tobacco and Nicotine Regulation in July 2017.{{cite web |date=15 November 2018 |title=Statement from FDA Commissioner Scott Gottlieb, M.D., on proposed new steps to protect youth by preventing access to flavored tobacco products and banning menthol in cigarettes |url=https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm625884.htm |archive-url=https://web.archive.org/web/20181115190010/https://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm625884.htm |url-status=dead |archive-date=November 15, 2018 |publisher=United States Food and Drug Administration}}{{PD-notice}} In 2018 FDA banned the sale of e-liquid flavors at convenience stores and gas stations.{{cite news |last1=Duprey |first1=Rich |date=17 November 2018 |title=Winners and Losers From FDA's New E-Cig Rules |url=https://finance.yahoo.com/news/winners-losers-fda-apos-e-151400716.html |publisher=Yahoo! Finance |agency=The Motley Fool}}{{cite news |last1=Kaplan |first1=Sheila |date=8 November 2018 |title=F.D.A. Plans to Ban Most Flavored E-Cigarette Sales in Stores |url=https://www.nytimes.com/2018/11/08/health/vaping-ecigarettes-fda.html |work=The New York Times}} Tobacco, mint, and menthol flavors were allowed at convenience stores, gas stations, and other points of sale. Fruity flavors were restricted to adult-only outlets, such as vape shops.

In July 2019, FDA launched its first ad campaign aimed at preventing teen vaping{{cite news |last1=Albert |first1=Victoria |date=23 July 2019 |title=FDA launches TV ads featuring magician to fight teen vaping |url=https://www.cbsnews.com/news/fda-launches-nearly-60-million-campaign-against-e-cigarettes/ |work=CBS News}} on TeenNick, The CW, ESPN and MTV, as well as streaming sites, social media and other teen-focused media.{{cite web |date=22 July 2019 |title=FDA launches its first youth e-cigarette prevention TV ads, plans new educational resources as agency approaches one-year anniversary of public education campaign |url=https://www.fda.gov/news-events/press-announcements/fda-launches-its-first-youth-e-cigarette-prevention-tv-ads-plans-new-educational-resources-agency |archive-url=https://web.archive.org/web/20190912113321/https://www.fda.gov/news-events/press-announcements/fda-launches-its-first-youth-e-cigarette-prevention-tv-ads-plans-new-educational-resources-agency |url-status=dead |archive-date=September 12, 2019 |publisher=United States Food and Drug Administration}}{{PD-notice}}

Following concerns over cases of vaping-induced lung illness and deaths in the US in 2019, CNN stopped advertisements from vaping companies.{{cite news |last1=Tani |first1=Maxwell |date=13 September 2019 |title=CNN to Quit Running Juul Ads |url=https://www.thedailybeast.com/cnn-to-drop-juul-other-vaping-product-ads |work=The Daily Beast}} CBS, WarnerMedia, and Viacom stopped accepting vaping ads.{{cite news |last1=Graham |first1=Megan |date=18 September 2019 |title=CBS, WarnerMedia, Viacom drop all e-cigarette advertising, including from market leader Juul |url=https://www.cnbc.com/2019/09/18/cbs-warnermedia-drop-all-e-cigarette-advertising-including-juul.html |publisher=CNBC}}

The Advertising Standards Authority (ASA) banned two E-Lites ads and a television advertisement by SKYCIG (now known as blu eCigs or simply blu{{cite news |author=CSD Staff |date=28 March 2014 |title=UK's Skycig Becomes Blu Following Lorillard Acquisition |url=https://cstoredecisions.com/2014/03/28/uks-skycig-becomes-blu-following-lorillard-acquisition/ |work=Convenience Store Decisions |agency=Harbor Communications}}) in 2013.{{cite news |author=Charlie Cooper |date=25 September 2013 |title=E-cigarette adverts banned by watchdog |url=https://www.independent.co.uk/news/media/advertising/e-cigarette-adverts-banned-by-watchdog-8837484.html |work=The Independent}} The E-Lites ads were banned because they did not make it evident that the product delivered nicotine.{{cite news |date=25 September 2013 |title=Electronic cigarette ads banned by Advertising Standards Authority |url=https://www.theguardian.com/media/2013/sep/25/electronic-cigarettes-adverts-banned |work=The Guardian |publisher=Press Association}} In 2014, ASA banned a Ten Motives ad for unproven health claims.{{cite news |author=John Reynolds |date=12 March 2014 |title=E-cigarette ad banned over health claims |url=https://www.theguardian.com/media/2014/mar/12/e-cigarette-ad-banned-heath-ten-motives |work=The Guardian |publisher=Press Association}} In 2014, ASA banned a Vype television advertisement for e-cigarettes because it potentially promoted vaping as a way to quit smoking.{{cite news |author=Mark Sweney |date=11 June 2014 |title=Vype e-cigarette ad campaign banned |url=https://www.theguardian.com/media/2014/jun/11/vype-e-cigarette-tv-campaign-banned-advertising |work=The Guardian}} Revised advertising regulations for e-cigarettes in the UK were announced in October 2014.{{cite web |author=Lara O'Reilly |date=9 October 2014 |title=The UK Has Just Unleashed a Free-For-All On E-Cigarette Advertising |url=http://www.businessinsider.com/new-uk-e-cigarette-ad-rules-2014-10 |work=Business Insider}}

In 2014, ASA banned a VIP ad for glamorizing smoking.{{cite web |author=Lara O'Reilly |date=23 December 2014 |title=The First UK TV Ad To Show Someone Using An E-Cigarette Was Immediately Banned |url=http://www.businessinsider.com/vip-e-cigarette-ad-banned-for-glamorizing-smoking-2014-12 |work=Business Insider}} In 2015, ASA banned a Mirage Cigarettes television advertisement for e-cigarettes for appearing to promote tobacco use. ASA banned a billboard ad that depicted Santa Claus vaping for its appeal to underage individuals.{{cite news |date=15 February 2017 |title=Santa Claus vaping advert banned for appealing to kids |url=http://www.bbc.co.uk/newsbeat/article/38978119/santa-claus-vaping-advert-banned-for-appealing-to-kids |work=BBC News}} ASA banned a billboard ad with an elf and another with a gingerbread man. In August 2019, ASA banned a Diamond Mist Eliquids advertisement that suggested Olympic athlete Mo Farah had endorsed the product.{{cite news |author=Sean Morrison |date=28 August 2019 |title=Vaping advert banned for implying product endorsed by Mo Farah |url=https://www.standard.co.uk/news/uk/vaping-advert-banned-for-implying-product-endorsed-by-mo-farah-a4222586.html |work=Evening Standard}}

The revised EU Tobacco Products Directive came into effect in May 2016, regulating e-cigarettes.{{cite news |date=4 May 2016 |title=European court: Tougher rules on electronic cigarettes |url=http://www.businessinsider.com/ap-european-court-tougher-rules-on-electronic-cigarettes-2016-5 |archive-url=https://web.archive.org/web/20190602164019/https://www.businessinsider.com/ap-european-court-tougher-rules-on-electronic-cigarettes-2016-5 |archive-date=2 June 2019 |access-date=7 September 2019 |work=Business Insider |agency=Associated Press}} It limited advertising in print, on television and radio, while reducing nicotine levels in liquids and limiting the flavors used.{{cite news |author=Francesca Washtell |date=5 May 2016 |title=EU Tobacco Products Directive chokes off the UK's e-cigarette and vaping market |url=http://www.cityam.com/240410/eu-tobacco-products-directive-chokes-off-the-uks-e-cigarette-and-vaping-market- |work=City A.M.}} This law does regulate products that do not contain nicotine.{{cite news |author=Ashitha Nagesh |date=19 May 2016 |title=It's about to become illegal to advertise e-cigarettes |url=https://metro.co.uk/2016/05/19/its-about-to-become-illegal-to-advertise-e-cigarettes-5893326/ |work=Metro}} The directive did not regulate posters, leaflets, or point of sale e-cigarette advertisements.{{cite news |date=5 September 2016 |title=E-cigarette ads may cause children to underestimate smoking risks – study |url=https://www.theguardian.com/society/2016/sep/06/e-cigarette-vaping-ads-children-underestimate-smoking-risks-study-tobacco-cigarettes |work=The Guardian |publisher=Press Association}} It also does not regulate marketing materials that portray them as glamorous. Promotion of e-cigarettes and e-liquids in print media, television, or radio media is banned.{{cite web |last1=Rough |first1=Elizabeth |last2=Barber |first2=Sarah |date=31 October 2017 |title=The regulation of e-cigarettes |url=http://researchbriefings.files.parliament.uk/documents/CBP-8114/CBP-8114.pdf |publisher=House of Commons Library |page=17}} Promotional materials on the packaging of such products is banned. Advertising and promotion of e-cigarettes is banned in neighboring countries. The law still allows certain types of e-cigarette advertising such as posters, leaflets, and billboards in shops. A 2014 review stated that tobacco and e-cigarette businesses interact with consumers for their policy agenda. The businesses use websites, social media, and marketing to get consumers involved in opposing bills that include e-cigarettes in smoke-free laws. This is similar to tobacco industry activity going back to the 1980s. These approaches were used in Europe to minimize the EU Tobacco Products Directive in October 2013.

General marketing themes included health, lifestyle, and personalization. Phrases suggesting vaping is a healthier alternative are include "natural," "food- or pharma grade," "homeopathic," and "made in Switzerland". However, most countries restricted tobacco advertising.

In 2014, e-cigarettes were technically illegal to sell or advertise, but this is not generally enforced and they are commonly available for sale.{{cite news |last1=Sienuic |first1=Kat |date=29 September 2014 |title=Public health officers tackle hazy issue of e-cigarettes |url=https://www.theglobeandmail.com/life/health-and-fitness/health/health-officials-set-rules-but-decisions-belong-to-each-person/article20809598/ |work=The Globe and Mail}}

In November 2015, Bill 44 was passed by the National Assembly, regulating e-cigarettes as tobacco products in Quebec, Canada.{{cite news |date=26 February 2016 |title=Vape store owners argue new Quebec law infringes on freedom of speech |url=http://www.cbc.ca/news/canada/montreal/ecigarette-vaping-bill-44-charter-of-rights-1.3465564 |publisher=CBC News}} It banned vaping in vape shops, banned indoor displays and advertising, and banned online sales.{{cite news |date=13 April 2016 |title=Canadian vaping industry challenging Quebec law |url=http://www.ctvnews.ca/health/canadian-vaping-industry-challenging-quebec-law-1.2857655 |publisher=CTV News |agency=The Canadian Press}}

In May 2018, Bill S-5 introduced regulations for e-cigarettes and other tobacco products.{{cite web |date=23 May 2018 |title=New Tobacco and Vaping Products Legislation Receives Royal Assent |url=https://www.canada.ca/en/health-canada/news/2018/05/new-tobacco-and-vaping-products-legislation-receives-royal-assent.html |publisher=Health Canada}} It did not allow the promotion of e-cigarettes that are enticing to youth. This included limiting flavor choices. It banned the advertising of e-cigarettes as a lifestyle product. It restricted various kinds of e-cigarette promotions, including sponsorships and celebrity endorsements.

{{Electronic cigarettes}}

Category:Cigarette types

Category:Tobacco advertising

Category:Electronic cigarettes

Category:Non-tobacco nicotine products