E-cigarettes are now being aggressively marketed at point-of-sale in convenience stores as well as in vape shops, with and without claims about health effects and about smoking cessation effectiveness. Our research suggests that e-cigarettes are being promoted in such a way as to attract youth and young adult nonsmokers and that vape shops serve as a major channel of the marketing and promotion of e-cigarettes for recreational purposes. Considering the addictive properties of nicotine and the potential health effects of vaping, it will be important to study the effects of the Tobacco and Vaping Products Act on the use of e-cigarettes by nonsmokers.