Children and young people are being encouraged to try electronic cigarettes by social media and celebrity culture, a report by Scottish experts has warned.
Cancer Research UK said it does not want them banned because they can help people quit but wants children to be protected from "unregulated marketing".
Researchers at Stirling University analysed almost 1000 individual pieces of marketing for the cigarettes.
They found examples of online promotions including competitions and apps on mobile phones.
Innovative packaging and flavours such as strawberry, apple and cherry also appeal to young people, the report said.
Sponsorship of a range of sports, including motor and powerboat racing, was also highlighted as a promotional strategy used by a number of companies.
Researchers found e-cigarettes were promoted on the way to events such as Glastonbury, in busy locations such as Canary Wharf in London, on company websites and in specialist shops.
Alison Cox, Cancer Research UK's head of tobacco policy, said: "Tobacco cigarettes cause one in four cancer deaths. Hundreds of children start smoking every day and we don't want the marketing of e-cigarettes to confuse the message that smoking kills.
"We aren't opposed to e-cigarettes being marketed to adult smokers, and hope that the marketing effort encourages many smokers to give up.
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