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Many experts believe that marketing is also key to this uptake in popularity. “Marketing nicotine expressly to youth isn’t new,” said Michael Eriksen, dean of the School of Public Health at Georgia State University and a former director of the Centers for Disease Control and Prevention’s Office on Smoking and Health. He noted that tobacco companies targeted their ads at young people. “They were consolidating around the imagery of the cowboy, [signaling] independence,” he said. But what’s new, said Eriksen, is “this combination of innovation, social media spread, and the fact that it’s unfortunately addicting at the same time.” The FDA’s Response The rising popularity in vaping among both adult and youth users has concerned many medical professionals. Vaping has yet to undergo the kind of rigorous medical testing that other nicotine addiction treatment methods have used, though tests are finally being started in many areas. As a result, the US Food and Drug Administration (FDA) has tried to react to this popularity in a variety of ways, including attempting to limit the sales of these products to minors. “Based on our evidence, we believe the presence of flavors is one component making these products especially attractive to kids,” said FDA Commissioner Dr. Scott Gottlieb. “The mandate to reverse this trend in youth addiction to nicotine is one of my highest priorities. E-cigarettes have become an almost ubiquitous—and dangerous—trend among youth that we believe has reached epidemic proportions.” As a result, in 2018 the FDA proposed ending the sales of all e-cigarette products that featured flavors that children might enjoy. These include options such as cherry, vanilla, melon, and any other sweet flavor that could entice younger users to try e-cigarettes. More general flavors, such as tobacco and mint, would not be banned, to ensure that e-cigarettes can be used as a smoking-cessation tool.

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Vaping: The New Cool Way to a Shorter Life