Cade Hyde

Publication Date



public policy, education, substance abuse, health




Electronic cigarette usage among youth in the United States has been rising at an increasingly large rate in recent years. Usage rates of electronic cigarettes (hereafter referred to as e-cigarettes) doubled among high school students in a 4 year span from 2013 to 2017. The year following, the percentage of high school students using e-cigarettes doubled again: in 2018, 20.8% of high school students reported using e-cigarettes. as compared to 11.7% in 2017. As reported by the Centers for Disease Control and Prevention (CDC), currently 1 in 5 high school students consistently use e-cigarettes. making them the most-used type of tobacco product among adolescents. Effective marketing strategies of electronic cigarette companies contribute to the large number of youths now addicted to nicotlne through electronic cigarette usage. By utilizing social media outlets, sponsoring youth-focused events or opportunities such as scholarships or music festivals, and advertising thousands of flavors, electronic cigarette companies have created positive brand equity for their brands among youth in the United States. Other factors that have contributed to youth electron1c cigarette use include a general lack of education about electronic cigarettes and a culture of tobacco usage among adolescents· friends and family.