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In-Store E-Cigarette Ads Double Likelihood of Teen Vaping; TV Ads Impact Young Adults


E-cigarettes are the most popular tobacco product today among teens and young adults, surpassing cigarettes in 2014 with 4.9% of middle school students and 20.8% of high school students reportedly vaping. One reason for this growing popularity may be the unregulated marketing of e-cigarettes, according to a study in the September 2019 Pediatrics, “Electronic Nicotine Delivery Systems Marketing and Initiation among Youth and Young Adults.” The study, which is published online on August 26, found that children (ages 12-17) who report remembering store-based e-cigarette marketing were twice as likely to start vaping within 2.5 years. Additionally, researchers, who followed 2,288 teens and 2,423 young adults who reported never having vaped, found young adults were influenced both by in-store and TV marketing (an increased likelihood they will vape of 30% for both). Results held even after controlling for the effects of the use of other tobacco products and vaping by peers. Researchers conclude that unregulated marketing of e-cigarettes contributes to the popularity of vaping among teens and young adults, and regulations on this marketing and more research are needed.


The American Academy of Pediatrics is an organization of 67,000 primary care pediatricians, pediatric medical subspecialists and pediatric surgical specialists dedicated to the health, safety and well-being of infants, children, adolescents and young adults. For more information, visit and follow us on Twitter @AmerAcadPeds