In the United States, flavor marketing is an important part of the broader discussion about electronic cigarettes, nicotine, public health, and regulation. Marketing is an important part of the U.S. vaping debate because exposure to advertising and promotion can influence awareness and attitudes, particularly among young people. CDC reports that U.S. middle and high school students have encountered e-cigarette marketing through retail settings, the internet, television, streaming media, and social media. Flavors, product design, price, and social influences are also studied as factors associated with youth initiation or continued use. Understanding marketing does not require assuming that every advertisement causes use; rather, researchers examine whether patterns of exposure, product appeal, and accessibility are associated with changes in behavior. For that reason, national surveillance and regulatory information are useful when discussing the subject without overstating what the evidence proves.
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