Table 3.

Perceptions of e-cigarette advertising

Theme	Exemplary Quotes
Attractive to Try (n=20)	• “I feel like it would make them want to try them. It seems cool if it’s in an ad or a magazine that is portraying it well.”
	(Female, age 16)
Less Harm (n=11)	• “It kind of glamorizes them, shows them a safe alternative to regular smoking.”
	(Male, age 14)
New or Cool (n=9)	• “Every time something new comes out, like a new iPhone or a new Xbox, anything new comes out somebody is definitely going to get it.”
	(Male, age 16)

Note: Categories are not mutually exclusive; some participants indicated >1 theme