On March 23, the California Public Health Department launched a series of ads as part of an effort to inform the public of the potential dangers of electronic cigarettes.

This comes 25 years after the state of California issued its first anti-smoking ads, becoming one of the leaders in tobacco use and prevention. The efforts have paid off over the years, as the state has one of the lowest youth smoking rates in the country.

The new targeted ads are in response to the noted increase of e-cigarette use, specifically among younger adults and teens. In California, their use has tripled in one year in 18-29 age group. The use of enticing flavors has drawn in younger crowds lured by the thoughts of safety.

Since being introduced into the Unites States around 2006, the electronic cigarette market has blossomed into a $2 billion industry. The way an electronic cigarette (e-cig, vape pen or other electronic nicotine delivery system) works is that a heating element vaporizes a liquid product composed of a combination of nicotine, propylene glycol, vegetable glycerin and flavorings.

Common reasons for people using the electronic cigarettes include the desire to quit. Many manufacturers tout this claim despite little evidence that supports its effectiveness in assisting people with quitting traditional combustible cigarettes. There is some growing concern that the availability may in fact lead to dual use of both nicotine products.

Attempts to circumvent smoking bans have made electronic cigarettes exceptionally popular and have caused many legal challenges for municipalities who do not have clear bans on all nicotine products.

Concerns are growing about the targeted marketing to youth, especially those who otherwise would not seek out nicotine-containing products. With flavors such as cherry crush, vivid vanilla and pina colada, their availability is creating an entirely new population of nicotine-addicted users.

It is well established that nicotine is highly addictive and known to affect brain development in adolescents. The California ads aim to curb their appeal and educate the public on the risk, especially in younger populations.

Unrestricted marketing has been one of the reasons for the rapid growth and use of electronic cigarettes. Ads have increased 1,200 percent in the last three years and are expected to increase, as all major tobacco companies now own electronic cigarette brands.

Unfortunately, the long-term health effects of electronic cigarettes are not currently known. The limited research available has focused on the effects of vaporized nicotine and its comparison to combustible cigarettes.

It is clear that by vaporizing the fluid, chemicals are emitted and absorbed into the blood stream and into the adjacent air. The "vapor" is not harmless, as some have claimed. Secondhand exposure to these vaporized chemicals is possible, just like with traditional cigarettes.

Also of growing concern is the lack of research on the inhalation of the additives that are used for flavoring. Although the flavorings are generally deemed safe for ingestion by the Flavor and Extract Manufacturers Association, there is no research on the effects of inhalation of these additives.

Currently, there are no significant regulations by the Food and Drug Administration (FDA) regarding electronic cigarettes. However, in April 2014, the FDA proposed new regulations to include disclosing the ingredients used, proof of safety and regulation of the device used. They also would ban the sale to any individual under 18 years old.

Several states — New Hampshire, Arizona, Maryland, New York and Kansas — have already banned the sale to minors. Globally, there are regulations being implemented as well. Currently, electronic cigarettes are banned in Brazil, Australia, Canada, Israel, Mexico and New Zealand.

Although there are some proponents who argue that switching to electronic cigarettes is like a heroin addict switching to methadone, they are trading a riskier behavior for a less risky behavior. It is clear that the long-term effects of electronic cigarettes are not known, and future studies may find that they can be used as a bridge to quitting, much like the nicotine patches or gum.

However, just like those other products, there need to be behavior modification, and the user should not partake of both nicotine products concurrently.

For now, it appears electronic cigarettes are here to stay. However, their fad may be fading a bit quicker as we learn from the mistakes of the past and regulations are put into place. As with most new things, time will tell. Hopefully, not much damage is done in the meantime.