Electronic cigarettes are relatively new on the market. Consequently, many people are still uncertain about whether these devices are helpful or not. Most information on the subject has largely been from the marketing efforts (online and offline) of those who manufacture or sell e-cigs. The lack of regulations governing the marketing of these products has left consumers to rely on any information availed by the suppliers/manufacturers of e-cigarettes. Some of that information may be incomplete or inaccurate, but the consumer has no way of telling the difference. A recent study has highlighted the need for authorities to come up with regulatory guidelines on the marketing of e-cigs so that public misinformation can be avoided. The researchers also recommend that governments take a more active role in educating consumers so that they can make informed choices about electronic cigarettes.