Celebrity endorsements are used to encourage e-cigarette use. Celebrities have endorsed e-cigarettes at least as far back as 2009. E-cigarette businesses have partnered with a number of music icons to promote their products. Celebrities endorsing vaping products appear on social media. Musician Bruno Mars invested in NJOY and endorsed the product in 2013. On May 12, 2013, he posted on Twitter a photograph of himself using the NJOY product. Musician Courtney Love appeared in a NJOY e-cigarette television advertisement in 2013. Actress Jenny McCarthy endorsed blu e-cigarettes in 2014.
