82% of 12-17 year olds reported having seen an e-cigarette ad in 2015

Awareness of e-cigarette advertisements remains highest in retail establishments (convenience stores, supermarkets, or gas stations), followed by on television and online.  Television was the second biggest source of e-cigarette advertising with approximately 50 percent of youth reporting seeing an ad, suggesting advertisers may be purposefully reaching this audience. Traditional cigarette advertising has not been permitted on television since 1971.

This research is set against a backdrop of increasing youth e-cigarette use. According to the Centers for Disease Control and Prevention, there have been large increases in e-cigarette use among youth from 2011 to 2014, and a Monitoring the Future survey funded by the National Institute of Drug Abuse reported in 2014 that past 30-day e-cigarette use was higher for 8th, 10th and 12th graders than past 30-day cigarette use.

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