The rise and fall of e-cigarette cloud chasing appealing to youth.

Introduction:
This text discusses the rise and fall of the e-cigarette cloud chasing phenomenon, which gained popularity among youth due to the proliferation of second and third-generation powerful e-cigarette devices. The authors present four factors that affected both the rise and fall of cloud chasing, including the rapid evolution of e-cigarette devices, the increase in social media promotions, an inability of regulatory bodies to keep up with evolving ENDS technology, and two recent widespread health concerns and conditions.

Key Points:

* Cloud chasing gained popularity among youth due to the proliferation of second and third-generation powerful e-cigarette devices.
* Four factors affected both the rise and fall of cloud chasing:
+ The rapid evolution of e-cigarette devices
+ The increase in social media promotions
+ An inability of regulatory bodies to keep up with evolving ENDS technology
+ Two recent widespread health concerns and conditions
* The rise of cloud chasing was facilitated by the rapid evolution of vape products and the explosion of tank-based devices during a time of burgeoning social media use.
* The decline of cloud chasing can be attributed to a shift towards smaller, less powerful "pod mod" devices, regulatory actions by the FDA, and two health crises in 2019 and 2020.
* Regulatory measures such as marketing restrictions, product regulations, and limiting flavors for pod devices have likely played a role in declines in youth vaping and shifting attitudes away from more extreme and visible vaping behaviors.

Main Message:
The text emphasizes the importance of swift regulation and effective health communication to mitigate unintended consequences of product evolution. Regulations on constituents and device types necessary for the creation of vape tricks may be indicated as researchers and policy makers navigate the evolution of ENDS. The promotion of health-focused messages on social media platforms can help increase accurate information and harm perceptions. Restrictions on events like vape conventions that gamify vaping and monitoring of online videos that promote use of products for entertainment can help prevent future youth-appealing vape tricks from proliferating.

Brett E, Krissinger R, King A. The rise and fall of e-cigarette cloud chasing appealing to youth. Preventive medicine reports. 2021;24:101644. doi:10.1016/j.pmedr.2021.101644