Regarding your recent story “Study fuels push for FDA e-cigarette regulation” (ModernHealthcare.com, Aug. 19), youth exposure to television e-cigarette advertisements, measured by target rating points, increased 256% from 2011 to 2013. E-cigarettes are also being marketed at youth-oriented sporting and music events and on social media websites. E-cigarette advertising tactics—including the use of celebrities and product placement in music videos and movies—mimic the strategies that were so successful in making smoking seem glamorous and cool to young people. And they are working—teen use of e-cigarettes is climbing steadily.
Emily FeinsteinDirector of health law and policyCASAColumbiaNew York