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Capitol Health Call
June 11, 2014

Report Shows E-Cigarette Marketing Aimed at Youth

JAMA. 2014;311(22):2264. doi:10.1001/jama.2014.6052

Makers of electronic cigarettes (e-cigarettes) have ramped up their marketing to youth through social media messages, free samples at youth events, and television and radio advertising targeted to young audiences, according to an April 14 report by 11 US senators and representatives (http://1.usa.gov/1iF2h9W).

E-cigarette marketing expenditures more than doubled from 2012 to 2013. Together, 6 leading manufacturers spent $59.3 million on marketing last year, much of that to promote e-cigarettes in kid-appealing flavors such as cherry crush, grape mint, and chocolate treat. “This report provides clear evidence that e-cigarette manufacturers are marketing to kids and teens using tactics that would be illegal if these were traditional cigarettes,” said Sen Tom Harkin (D, Iowa), chairman of the Senate Health, Education, Labor, and Pensions Committee, in a statement.