Vape companies know exactly how to hook young people — with slick designs, trendy flavors and by using social media influencers to promote their products. The public health challenge, then, is to help young adults see through the sales pitch.

A new study led by Drexel public health researchers and researchers from The National Institute on Minority Health and Health Disparities demonstrates that awareness is a powerful defense: Young adults who recognize e-cigarette marketing tactics are more likely to reject vaping altogether.

Although tobacco control researchers already knew that exposing cigarette industry marketing practices can influence smoking trends among young adults, the current study shows that this public education strategy may also be applicable to addressing the vaping epidemic. Roughly one in 10 Americans 18 to 24 years old use e-cigarettes.

“Our data shows that many young adults may not know about the e-cigarette industry’s marketing practices, which are quite similar to the insidious marketing practices that were once used to sell cigarettes,” says lead author Lilianna Phan, an assistant professor with a joint appointment in the Dornsife School of Public Health and the College of Nursing and Health Professions. “Exposing e-cigarette marketing practices to young adults should continue to be investigated as a potential public education messaging strategy as it may help shape attitudes against vaping. These attitudes, in turn, could help protect against initiating vaping for susceptible young adults.”

The paper, published in the BMJ journal Tobacco Control, provides insights for policymakers and public health efforts, and also supports strategies that prevent new vape users from starting.