I suppose anything that gains attention for e-cigs is a good thing, but I would rather they didn't have to resort to underhand (or under waist) tactics to spread the word.
As the article suggests, it works for one gender but not for the other.
I find the 'naughty' association to be a negative thing, especially in this time of uncertainty over regulations etc. It is fair enough using the 'I shouldn't, but I will...' thought process if the regulations were set in stone (such as with chocolate advertising), but to generate the image of
vaping as being something almost taboo goes against what I am sure a lot of us believe in.