“Cigarettes, you’ve met your match” is just one ad for electronic cigarettes, also referred to as e-cigarettes. These battery-operated delivery systems have become popular with both female and male smokers as a “safe” way to consume nicotine compared to traditional cigarettes. E-cigarette marketing has focused more on women than on men, with ads featuring women smoking slim, pink devices accompanied by messages of independence, slimness, and glamor (Piñeiro et al., 2017). Noting that previous research demonstrated gender differences in levels of and reasons for smoking traditional cigarettes, Piñeiro et al. were interested in determining whether these differences extended to e-cigarettes. They used an online survey to assess demographic information as well as smoking and e-cigarette use. Although the differences they found were fairly small, Piñeiro and colleagues noted significant gender differences in the pattern of use, reasons for using e-cigarettes, and expectancies of use. When examining the reasons for smoking e-cigarettes, men were more likely to use them as a means to reduce or quit smoking due to the negative health effects of regular cigarettes and because they liked the taste of e-cigarettes. Women, on the other hand, were likely to smoke e-cigarettes based on recommendations from their friends and family as a way of coping with stress and for weight control. These researchers argued that gender differences in reasons for using e-cigarettes might be a function of the gendered advertising that tobacco companies use to encourage women’s and men’s smoking behavior.