that the e-liquid containing nicotine is typically labeled as "e-juice" and promoted in candy and fruit flavors, such as cotton candy, gummy bear, chocolate mint, watermelon, and grape. the fact that e-cigarettes contain nicotine is downplayed in e-cigarette advertising. 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. 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." e-cigarettes are marketed with various amounts of nicotine, and the amounts of this substance absorbed is still not clear. a point of contention for pro-regulation advocates is that e-cigarettes are yet another tobacco industry marketing ploy. rather than a strategy designed to offset declining tobacco sales, public health researchers argue e-cigarettes are a vehicle to addict future tobacco consumers, as well as creating a new income stream in the meantime. one, in particular, argues that by using e-cigarettes in this way, the tobacco industry aims to negate the current cessation trend, re-glamorize tobacco and smoking, present nicotine as benign to younger people and re-addict ex-smokers. it is argued that e-cigarettes are not a big tobacco marketing ploy, and that on the contrary, laws banning nicotine products that are not tobacco or approved therapeutic products actually protect the tobacco industry's dominant market position – a dominance that e-cigarettes may break if they are not regulated out of the market. "smoke anywhere" screenshot of an unsolicited e-mail for an e-cigarette starter kit. e-cigarettes were initially advertised as a form of tobacco that could circumvent existing smoke-free legislation, with initial confusion as to whether existing smoke-free legislations also apply to e-cigarettes. increasingly, smoke-free legislations banning combustible tobacco cigarette smoking in indoor public places have been amended to expand their coverage to e-cigarettes. many exceptions exist. for instance, vaping is allowed in vape shops and also in venues that hold vaping conventions (even if the use of e-cigarettes is banned in those venues during other events). the us surgeon general called on states and localities to include e-cigarettes in smoke-free policies. in order to protect the public from both second-hand smoke and second-hand aerosol, the us surgeon general emphasized that smoke-free policies should be modernized to incorporate e-cigarettes, an approach that "will maintain current standards for clean indoor air, reduce the potential for renormalization of tobacco product use, and prevent involuntary exposure to nicotine and other aerosolized emissions from e-cigarettes". e-cigarettes are presented as a way to get nicotine where smoking is not allowed, but state and local representatives in the us have expanded their smoke-free air laws to also ban e-cigarette use in places where smoking is banned to prevent harm. as of october 1, 2018, 789 municipalities, 12 states, and two territories include e-cigarettes as products that are prohibited from use in 100% smoke-free environments. a 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." e-cigarettes are marketing, among other things, as a tool to get around smoke-free policies by allowing users to "smoke anywhere." e-cigarettes could also be used as a tool to get around policies against smoking by people who have a nicotine dependence that are less willing to give up cigarette smoking. older adults are vaping as a way to give up smoking or to get around smoke-free bans, and they believe the marketing of such products makes smoking normal again. frequent marketing strategies include aiding people to stop using traditional cigarettes and permitting people to maintain using nicotine in places where smoking is banned. many advertisements state that e-cigarettes are a way to get around smoking bans, which undermines smoke-free social norms. some e-cigarette marketing encourages continued use as a substitute to tobacco, and short-term use in public areas where smoking is not allowed. e-cigarette marketing messages promotes "the freedom to enjoy the personal pleasures associated with smoking in places where conventional smoking has been banned." an-cigarette business highlighted this point by using the name lite-up anywhere for its device. another encouraged dual use, staying that its "smart plastic case designed to fit snuggly in the pocket, protect the e-cig, and even house one regular tobacco cigarette for those adult smokers who chose to dual between the two." the action on smoking and health uk stated in 2013 that it "does not consider it appropriate to include e-cigarettes under smokefree regulations," upholding one of the e-cigarette businesses' main marketing pitches that vaping can be done everywhere without the limitations and social stigma associated with smoking. an undetermined amount of e-cigarette advertising uses misleading health claims and youth is among its targeted audience, which encourages disobedience in opposition to smoke-free regulations. e-cigarettes are marketed for use where smoking is not allowed and due to their similarity with tobacco products it is possible that using them where smoking is not permitted, will result in enforcing bans on smoking harder. a major drawback of traditional cigarettes is the smoke they emit, which is known to contain thousands of chemicals dangerous to human health, and for this reason, traditional cigarettes are now subject to smoking bans and smoke-free policies all over the world. e-cigarette proponents frequently highlight the smoke-free aspect of vaping and that these devices can be used where tobacco is currently restricted. marketing that accentuates that e-cigarettes can be used anywhere may undermine enforcement of smoke-free policies and tobacco control efforts and expose non-users to toxicants. a 2015 survey of a representative sample 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 results suggest the need for more publicly available information regarding the chemical composition and possible health consequences of inhaling second-hand vapor. shortly after uk researcher kate hunt seen e-cigarette advertising on television, an unsolicited e-mail arrived on january 16, 2014, promoting an 'e-cig starter kit'. this showed 'megan' (attractive, slim, elegant, professional, confident and happy) 'smoking' an e-cigarette, apparently on a plane. incongruously, the e-cigarette billows smoke. the sender's address and titles of embedded links suggest the ease of trying e-cigarettes, and that e-cigarettes are healthy and inoffensive. ingeniously, the advertisement can be read as showing that holding a cigarette object is attractive and socially desirable, and that e-cigarettes are (somewhat) distinct from 'ordinary' cigarettes. within present legislation in 2014 in the uk, 'megan' can 'smoke' her e-cigarette in public spaces because e-cigarettes are not subject to smoke-free regulation. e-cigarettes can also be advertised, although some may question whether a 'smoking' e-cigarette complies with guidelines. smoking cessation the promotion of ends comes with at least one of the following messages or a combination of them:(a) try to quit smoking and if everything fails use ends as the last resort;(b) you do not need to quit nicotine addiction, just smoking; and(c) 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. world health organization advertised as a quitting smoking tool, vaping has received a fair amount of controversy but the experimental research on this topic has been limited. marketing of e-cigarettes may encourage continual use as a replacement for tobacco. e-cigarettes are being promoted as a quitting smoking tool to assist smokers to reduce the number of traditional cigarettes used. it is also promoted that they may be used along with traditional cigarettes. e-cigarettes are repeatedly promoted as possible replacements to nicotine replacement products. they are also advertised for use as nicotine replacement products. some businesses are using or may use e-cigarette advertising to encourage smoking, deliberately or unintendedly, are areas of concern. e-cigarettes are advertised as a way to quit smoking, though they could also act as a gateway to traditional cigarette use, is an area of concern. e-cigarettes are marketed for quitting smoking, but it is uncommon youth use them for this reason. a 2019 review found "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." a 2019 review found these "devices have rapidly become the most common tobacco products used by youth, driven in large part by marketing and advertising by e-cigarette companies. there is substantial evidence that adolescent e-cigarette use leads to use of combustible tobacco products." businesses have promoted e-cigarettes for quitting smoking since their entrance into the market, but there has not been an e-cigarette approved as a quitting smoking tool by us fda, as of july 2015. businesses are marketing e-cigarettes in an indirect way as quitting smoking tools, but no e-cigarette has been approved for this type of use by the us fda. e-cigarette businesses have made indirect claims regarding quitting smoking via consumer testimonials. statements from e-cigarette users supporting their effectiveness for quitting smoking have appeared in promotional materials. in september 2008, the world health organization released a report, stating that "marketers should immediately remove from their web sites and other informational materials any suggestion that who considers it to be a safe and effective smoking cessation aid" because "who has no scientific evidence to confirm the product's safety and efficacy." there is limited supporting evidence to back up the direct and indirect marketing assertion that vaping will assist smokers to give up or cut back their use of traditional cigarettes. despite massive advertisements asserting the benefits of vaping for giving up smoking, several studies concluded that the use of e-cigarettes did not result in completely abstaining from smoking. assertions of effectiveness for giving up smoking are not supported by the available scientific evidence, according to a 2014 review. many e-cigarette businesses market their products as a smoking cessation aid without evidence of effectiveness. e-cigarette marketing has been found to make unsubstantiated health statements (e.g., that they help one quit smoking) including statements about improving psychiatric symptoms, which may be particularly appealing to smokers with mental illness. e-cigarettes are being advertised by businesses as a harmless device to assist with quitting smoking, but the available evidence does not support this claim. "manufacturers and distributors mislead people into believing these devices are acceptable alternatives to scientifically proven cessation techniques, thus delaying actual smoking cessation," a 2012 world medical association report stated. one concern is that e-cigarette advertising may perpetuate dual use of traditional cigarettes and e-cigarettes, a concern that comes from the visual depictions of e-cigarette use that may serve as smoking cues to current and former smokers of traditional cigarettes, increasing the urge to smoke and decreasing intentions and efficacy to quit or abstain from smoking. consistent with cue-reactivity studies about traditional cigarettes, exposure to e-cigarette use in a laboratory was associated with increased urge to smoke traditional cigarettes among smokers and an urge to use e-cigarettes among users of that product. whether exposure to depictions in advertising of the use of e-cigarettes triggers urges to begin or continue to smoke traditional cigarettes or weakens users' resolve to quit has received little attention. some research indicates much smaller proportions of e-cigarette advertisements are now endorsing these devices as quit aids, and cited reasons for use by vapers have significantly shifted away from smoking cessation toward use to increase social image. of concern is that these results suggest that e-cigarette uptake is not solely driven by a desire among smokers to quit smoking. marketing to non-smokers e-cigarettes are marketed to non-smokers. of concern is their potential to make attitudes towards tobacco smoking more positive (i.e., to renormalize it) through, for example, marketing of objects that appear very similar to tobacco cigarettes that appeal to both adult and children who are non-smokers. the extensive marketing and advocacy through various channels broadens exposure to e-cigarette marketing messages and products; such activity may encourage non-smokers, particularly young adults and youth, to perceive e-cigarette use as socially normative. e-cigarettes are promoted to a certain extent