Dive Brief: 

• E-cigarette brands are releasing a flurry of ads, particuarly TV ads, prior to potential restrictions coming from the FDA. 
• Currently, the FDA has made no statement and released no restrictions on the advertisement of e-cigarettes, but its proposals could be out as soon as January. 
• Lorrillard, for example, currently spends $30 million marketing its blu product and plans to increase that in 2014, while rival NJOY plans to triple its marketing budget in the coming year. 

Dive Insight: 

E-cigarettes are following a similar arc as traditional cigarettes did before the FDA put out restrictions on their advertising. Health, safety and moral issues aside, the e-cig brands are wise to do a push before the FDA releases its proposals. Most likely, there will be some type of restrictions on how e-cigarettes can be marketed and sold that could inhibit future marketing plans.