About seven in 10 middle and high school students—more than 18 million young people—see e-cigarette advertising in stores, online, in newspapers and magazines, or in television and in movies. E-cigarette ads use many of the same themes, such as independence, rebellion, and sex used to sell cigarettes and other conventional tobacco products. Advertising of tobacco products has been shown to cause youth to start using those products.
E-cigarettes typically deliver nicotine, which at a young age may cause lasting harm to brain development, promote addiction, and lead to sustained tobacco use. In 2014, e-cigarettes became the most commonly used tobacco product among youth, surpassing conventional cigarettes. During 2011 to 2014, current e-cigarette use among high school students soared from 1.5 percent to 13.4 percent, and among middle school students from 0.6 percent to 3.9 percent. Spending on e-cigarette advertising rose from $6.4 million in 2011 to an estimated $115 million in 2014.
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