According to a study by researchers at RTI International and the Florida Department of Health, youth exposure to electronic cigarette TV ads increased by more than two-fold from 2011 to 2013, and young adult exposure to these ads increased by over three-fold during the same two-year time period.

Co-author Jennifer Duke, Ph.D., senior research public health analyst, and the research team at RTI International and the Florida Department of Health analyzed trends in the exposure of youth and young adults to e-cigarette TV ads.

More than 80 percent of the TV ads in 2013 were for one particular brand of e-cigarettes, blu eCigs, a company owned by Lorillard, a tobacco company.

The researchers looked at data from TV ads and viewership ratings for electronic cigarette commercial appearances across Amercian cable networks and shows. They then calculated the exposure of youths to these advertisements between 12 to 17 years and young adults between 18 and 24 years.

The researchers discovered that more 75 percent of youth exposure to e-cigarette TV ads took place on major cable networks like VH1, AMC and Comedy Central.

“If the current trends continue, awareness and use of e-cigarettes will increase among youth and young adults. And unfortunately, in the absence of evidence-based public health messages regarding the health risks of e-cigarettes, television advertising is promoting beliefs and behaviors that pose harm to youth and young adults and raise public health concerns,” said Duke in a statement.

The study’s findings are published in the journal Pediatrics.