Marketing and Advertising of E-Cigarettes and Pathways to Prevention

Vaping and e-cigarette use have been driven by highly effective marketing and advertising tactics, recruiting new users with innovative vaping products that have disrupted the tobacco industry. Prevention of e-cigarette and vaping initiation requires a multipronged approach including policy approaches to restrict youth access to tobacco, policies to reduce the impact of marketing including advertising bans, mass media campaigns, and statewide, community-wide, and school-based programs that educate and change social norms around tobacco use. Tobacco prevention is possible, and our first tobacco-free generation within reach if the trend can be reversed on the current epidemic of vaping among youth.