About a decade ago, it was believed that the generation after generation growth in cigarette smoking might come to an end. Young people were beneficiaries of much scientifically valid information about its harmful effects and not bombarded with marketing by big tobacco. Then, e-cigarettes came along. The goal espoused by many in the public health field was to use them as a cessation device to wean adult smokers off some of the more harmful effects of tobacco. And then, the tobacco companies and new manufacturers realized that they could be used for the purpose of re-introducing a form of smoking to young people, offering the companies new customers going forward. Congress and the FDA are now trying to get into the act to make the e-cigarette experience less pleasurable, but is it too late? We discuss the topic with Linda Richter, Phd., from the Center on Addiction.