Marketing of e-cigarettes to vulnerable populations: An emerging social justice issue

Purpose To describe the practice of e-cigarette marketing to vulnerable populations and to suggest strategies to help reduce e-cigarette use. Conclusions E-cigarette companies target vulnerable populations through civil rights, freedom marketing, and advertising strategies, which may perpetuate continued tobacco disparities in these populations. Practice implications Health care providers have the responsibility as social justice advocates to engage in efforts to reduce e-cigarette use among vulnerable populations. We must increase knowledge, education, and training specific to e-cigarettes. Awareness of marketing strategies related to vulnerable populations is necessary to develop and implement counter strategies.