Electronic Cigarettes: A New Nicotine Gateway?

Electronic cigarettes (e-cigarettes) have become increasingly prevalent and widely available since their introduction to the U.S. market in 2007 [1]. E-cigarettes are battery-powered devices that look like cigarettes and deliver a nicotine vapor to the user. They are widely advertised as technologically advanced and healthier alternatives to tobacco cigarettes using youth-relevant appeals such as celebrity endorsements, trendy/fashionable imagery, and fruit, candy, and alcohol flavors [2,3]. E-cigarettes are widely available online and in shopping mall kiosks, which may result in a disproportionate reach to teens, who spend much of their free time online and in shopping malls [1].