E-cigarettes are one of the most recent products to hit the market to help smokers kick the habit, but according to a recent interview with marketing professor Timothy Dewhirst, the advertising being done to attract prospective consumers might be doing more harm than good.

In the recent interview, Dewhirst says the advertisements communicate the same lifestyle messages and images that cigarette ads have used in the past. It's a point he emphasized this past summer in hearings held by a Quebec government committee examining Bill 44, where Dewhirst offered a valuable marketing perspective about the sale and advertisement of e-cigarettes.

Read more on this story on the University of Guelph website [1].