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Updated: Jan 6, 2026

Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
Does e-cigarette advertising encourage adult smokers to quit?
Dhaval Dave1, Daniel Dench2, Michael Grossman3
1Department of Economics, Bentley University, 175 Forest Street, AAC 195 Waltham, MA 02452, USA; National Bureau of Economic Research, 5 Hanover Square, 16th Floor, Suite 1602, New York, NY 10004-2630, USA; IZA, Schaumburg-Lippe-Straße 5-9, 53113 Bonn, Germany.
Abstract:
We provide the first causal evidence on whether e-cigarette advertising on television and in magazines encourages adult smokers to quit. We find the answer to be yes for TV advertising but no for magazine advertising. Our results indicate that a policy banning TV advertising of e-cigs would have reduced the number of smokers who quit in the recent past by approximately 3%. If the FDA were not considering regulations and mandates, e-cig ads might have reached the number of nicotine replacement therapy TV ads during that period. That would have increased the number of smokers who quit by around 10%.
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