Core Viewpoint - The implementation of the Electronic Cigarette Management Measures has led to a reduction in the sale of flavored e-cigarettes in physical stores, but online sales and hidden transactions continue to thrive, indicating regulatory loopholes and challenges in consumer awareness [1][14][24] Regulatory Measures - The Electronic Cigarette Management Measures, effective from May 1, 2022, include prohibitions on the sale of flavored e-cigarettes (except tobacco flavor), sales to minors, and the use of vending machines for e-cigarette sales, along with product traceability and warning labels [1] - Despite these regulations, some stores claim compliance while still facilitating the sale of flavored e-cigarettes through hidden channels [1][5] Market Dynamics - Physical stores prominently display signs prohibiting sales to minors and claim to sell only tobacco-flavored products, yet there is evidence of flavored e-cigarettes being sold to familiar customers [2][5] - Online platforms and social media have become primary channels for purchasing flavored e-cigarettes, with consumers reporting ease of access through these means [7][13] Consumer Behavior - Many consumers, particularly younger individuals, perceive e-cigarettes as a healthier alternative to traditional cigarettes, leading to misconceptions about their safety [23][24] - The marketing strategies on social media heavily emphasize the benefits of e-cigarettes, with a significant portion of content promoting their use while downplaying health risks [23] Regulatory Effectiveness - A report from Fudan University indicates that while the number of stores selling flavored e-cigarettes has decreased, online sales remain prevalent, highlighting the need for stricter enforcement of regulations [14][24] - The report suggests that the marketing of e-cigarettes should be regulated similarly to tobacco advertising to mitigate their appeal, especially to minors [24]