Have to admit, I wondered about this myself after hearing something for what I think is called "Juul."

The only real difference is the delivery system for nicotine. I'm not big on banning things on air, but if you're going to put the hammer down on cigarette advertising on radio and TV, then surely these should face the same restrictions.

Yet if you go into your friendly neighbourhood gas station kiosk, there are displays all over the place - while the butts themselves are behind huge power walls. Seems like there are two separate rules for what in the end is the exact same thing. 

My prediction: as more kids get hooked and health agencies raise the alarm, the rules for e-cigs will eventually match their counterparts. How much damage will be done before then is anyone's guess.