Commentary: Electronic Nicotine Delivery Systems: Seeing Through the Clouds.

Electronic nicotine delivery systems (ENDS) represent a variety of different devices that are designed as alternatives to combustible cigarettes. A continuum of nicotine risk is becoming increasingly recognized, and many ENDS products are associated with significant harm reduction when compared to conventional tobacco products; however, ENDS products still present significant public safety concerns and regulatory challenges. While a rather large body of scientific evidence demonstrates ENDS are useful for smoking cessation efforts, a culture of ENDS use has simultaneously developed among youth users. Youth preference for ENDS is likely a function of both a variety of flavorants found in these products and social media and influencer campaigns that appealed directly to younger audiences. More recent marketing strategies have emphasized the safety of these products and promote ENDS products through “education” campaigns designed to inform youth about the dangers of tobacco use. Consequently, ENDS products are now a primary factor promoting nicotine addiction among new users, who tend to be young. As modified risk claims are now common among ENDS products, public health strategies designed to reduce nicotine use must balance the safety of ENDS and their clear appeal to youth.