Kim M, et al. - Researchers sought to determine the responses among the young adults towards e-cigarette advertisements featuring diverse peer crowds – peer groups with shared identities and lifestyles – so that tobacco counter-marketing design could be informed. They interviewed 59 young adult tobacco users in California who viewed four to five e-cigarette advertisements that featured characters from various peer crowd groups. Outcomes revealed more favorable responses and more elaborate descriptions in correlation with advertisements with a matching peer crowd, as long as the representation of characters and contexts were recognized as authentic. Thereby indicating peer crowd-related cues as salient and noticeable for young adult audiences. Further, a relevant role of device type is identified; some participants displayed strong unfavorable attitudes toward cigalikes, which influenced their advertisement evaluation, regardless of peer crowd matching. The negative attitudes toward cigarettes and the tobacco industry appeared to cast a shadow on the cigalikes. Negative responses towards cigalike advertisements were observed in correlation with the visual resemblance to cigarettes and being disposable (rather than rechargeable). The fact that big tobacco companies produced mainly cigalikes at the time of the study may contribute to some of the negative reactions, while ‘independent’ vape shops were identified to be the source for large vaporizers.