Tobacco use is a leading preventable cause of adverse maternal and child health outcomes. However, many women in the United States still report smoking during the third trimester of pregnancy. Smoking rates during pregnancy are particularly high among vulnerable women, such as those who experience mental illness, substance use disorder, homelessness, or interpersonal violence. The Tobacco Control Vaccine is a model based on population-level, evidence-based practices to reduce tobacco use. The four elements of the Tobacco Control Vaccine are access to treatment for tobacco dependence, smoke-free policies, increased tobacco taxes, and media campaigns. The purpose of this commentary is a call to action for health care providers to advocate for increased access to treatment for tobacco dependence; stay up-to-date on innovative, tailored treatment practices; and advocate for comprehensive, smoke-free policies, higher tobacco taxes, and media campaigns to help pregnant women quit smoking and avoid relapse in the postpartum period.
Purpose
To describe the practice of e‐cigarette marketing to vulnerable populations and to suggest strategies to help reduce e‐cigarette use.
Conclusions
E‐cigarette companies target vulnerable populations through civil rights, freedom marketing, and advertising strategies, which may perpetuate continued tobacco disparities in these populations.
Practice implications
Health care providers have the responsibility as social justice advocates to engage in efforts to reduce e‐cigarette use among vulnerable populations. We must increase knowledge, education, and training specific to e‐cigarettes. Awareness of marketing strategies related to vulnerable populations is necessary to develop and implement counter strategies.
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