E-cigarette marketing expenditures in the U.S. from 2016-2021: targeted media outlets geared toward people who are at increased risk for tobacco use.

E-cigarette advertising exposure is associated with initiation and use of e-cigarettes. This study shows how e-cigarette marketing expenditures in the U.S. may have targeted specific consumers (e.g., youth/young adults) between 2016 and 2021. The precipitous drop in advertising expenditures across all outlets during early 2020 corresponds with the implementation of the Tobacco 21 federal policy, the federal enforcement policy to remove most unauthorized flavored e-cigarette cartridges from the U.S. market, preparations for FDA's premarket review of e-cigarette products, and the decision by several TV broadcast companies to stop showing e-cigarette ads. The potential impact of federal policies may have far-reaching implications for protecting populations who are at high risk for tobacco use and its health consequences.