PURPOSE: To describe the practice of e-cigarette marketing to vulnerable populations and to suggest strategies to help reduce e-cigarette use.
CONCLUSIONS: E-cigarette companies target vulnerable populations through civil rights, freedom marketing, and advertising strategies, which may perpetuate continued tobacco disparities in these populations.
PRACTICE IMPLICATIONS: Health care providers have the responsibility as social justice advocates to engage in efforts to reduce e-cigarette use among vulnerable populations. We must increase knowledge, education, and training specific to e-cigarettes. Awareness of marketing strategies related to vulnerable populations is necessary to develop and implement counter strategies.