Vape retail websites and social online accounts have made an array of direct and indirect marketing assertions, the majority being related to assertions about health benefits, reducing harm compared with tobacco, and providing aid to giving up smoking. A 2014 report evaluated 59 vape retail websites in 2012 stated that the most prominent assertions were that the products are safer, less costly, and cleaner compared with traditional cigarettes; may be used anywhere; may be used in places where smoking is not allowed; will not create passive smoke; and are stylish. Assertions associated with health using text and imagery and video with depictions of doctors have been seen. Assertions associated with quitting smoking were also observed.
