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There is an increased presence of e-cigarette companies on social media – most notably, by JUUL. This has led to some researchers to suggest that higher youth vaping rates are, at least in part, attributable to social media branding and marketing. [...] E-cigarettes are all over social media. A study conducted in 2013 found that almost 30,000 videos showing people vaping were available on YouTube, and more than 100 million views were reported.