I agree with the majority here that e-cig advertising should have tighter regulations and not glorify smoking because whether it is an e-cig or a normal cigarette it is the same action. IMO however, I think it is a step in the right direction to get current smokers to stop smoking, I have a number of friends who now use e-cigarettes and have stopped smoking. So I think some promotion of e-cigarettes is a necessary step to helping a lot more people stop smoking