E-cigarettes are popular among teens and are the most commonly used form of tobacco among youth in the United States. The purpose of e-cigarette devices is to distract those from smoking cigarettes, but instead created a new type of addiction. Forming a health problem of the decade established a new, dangerous habit. This vulnerable population has used a device meant to benefit those who smoke cigarettes and turned it into a craving of their own.

This safer alternative has become a lure into a new generation of nicotine addiction and many other health threats.

The frontal lobe continues to develop until the age of 21; any consumption of drugs, alcohol, chemicals, and etc. has proven to impair this development. The National Institute on Drug Abuse informs more about how e-cigarettes are involved: "Nicotine also affects the development of brain circuits that control attention and learning. Other risks include mood disorders and permanent problems with impulse control—failure to fight an urge or impulse that may harm oneself or others."

Teenagers focus more on the benefits than of the negative effects e-cigarette devices have on their health. They would rather feel accepted by their peers than consider the risks they are taking on their health.

The Harvard Medical School reports more information about certain health threats, "Flavored cigarettes pose another health threat.They often contain a chemical compound called diacetyl, which is associated with a rare lung disease called bronchiolitis obliterans that causes permanent damage to the bronchioles." With more reports of health threats, year after year, this is not so promising for the younger generation. Nicotine is an exceedingly addictive chemical which keeps away the option for a teenager to stop this habit. Nicotine poisoning has skyrocketed from the e-liquid, rising by 1,500% in the past three years. This large health concern for the future youth keeps the public questioning over these types of corporations and their marketing strategies.

E-cigarette companies claim they do not target younger generations, however, with certain approaches of their advertisements delivers a certain conspiracy.

According to NBC NEWS, the CDC report said, "E-cigarette ads use many of the same themes – independence, rebellion, and sex – used to sell cigarettes and other conventional tobacco products." These three words persuade teenagers into doing anything, a marketing strategy implied for the teenager to buy their product.

Another approach are the kid-friendly flavors that are marketed; gummy bear, cotton candy, etc. According to the campaign of the Tobacco Free-Kids, "tobacco companies know that almost all new tobacco users begin their addiction as kids, but they know that to novice smokers, tobacco can be harsh and unappealing. Internal tobacco industry documents show that tobacco companies have a long history of using flavors to reduce the harshness of their product to make them more appealing." Flavors make it easier for beginners, companies use the same flavor chemicals as used in popular candy and drink products. This creates a sense of comfortability for kids due to the fun flavors and appeal to taste. It lessens the degree of the product and makes it appear as less of a threat.

This current trend threatens the years of progress of preventing future generations from continuing this habit.

The e-cigarette product that has accumulated nearly half of the e-cigarette market share is the JUUL. The Boston Globe has called it "the most widespread phenomenon you've likely never heard of." Ironically, the JUUL was meant to benefit those who smoke cigarettes, but instead became a symbol of "rebellious cool." On average, teenagers are not even aware that the e-cigarettes they use contain nicotine. The New York Times reported that 63% of JUUL users had no idea what they were inhaling.

The lack of awareness should lead to an increase concern. If an individual is not informed, they wouldn't know why they needed to stop.