In-person retail marketing claims in tobacco and E-cigarette shops in Southern California

E-cigarette use has been increasing in the United States, though knowledge of potential risks and harms associated with e-cigarette use is low. Marketing of e-cigarettes may serve as a source of information to shape beliefs and attitudes toward e-cigarettes. The purpose of this study was to identify the most common marketing claims made within “vape” and tobacco shops in sales interactions with customers in demographically diverse cities