Electronic cigarettes are still stirring a lot of controversy more than a decade after they were introduced on the US market. One of the sticking points that has polarized stakeholders is the issue of advertising and taxes. Adverts help to provide vital information to smokers so that they can make an informed decision about switching to vaping. Taxes can raise the price of e-cigarettes and reduce the number of people using them instead of combustible cigarettes. Dhaval Dave and a team of fellow academics explore the issue of taxes and advertising restrictions in a detailed article which is a good read for anyone looking for the arguments on both sides of this matter.