The federal government does not currently regulate the sales and marketing of electronic cigarettes. That may change soon, but in the meantime, the lack of regulation means manufacturers have tremendous leeway over how they advertise their products.
Source: http://www.npr.org/blogs/thetwo-way/2013/10/21/239275016/its-back-to-the-future-for-e-cigarette-ads-at-least-for-now?ft=1&f=1020
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