E-cigarette ads on TV can influence smokers, but not in the way that the industry wants them to.

Seeing e-cigarette advertisements on the small screen gives smokers the urge to quit, according to a report by researchers at Bentley University, the City University of New York, Cornell University and the National Bureau of Economic Research. The researchers suggest that banning such commercials would result in a 3% drop in quitters (or 105,000 fewer people).