Urman R, et al. - Considering the observation that a supportive youth cigarette social environment, e.g. friends’ approval of use, leads to cigarette use initiation, and cigarette users develop a more supportive social environment, researchers investigated if there is a bidirectional relationship of e-cigarette social environment with e-cigarette use. Findings suggest that the bidirectional relationship between a supportive e-cigarette social environment and ever use of e-cigarettes was similar to that previously observed between cigarette social environment and cigarette use. Thus they suggested considering disrupting the social acceptability of youth e-cigarette use as a strategy for preventing initiation of e-cigarette use, in view of the proven effects of the social de-normalization of cigarette use in preventing cigarette initiation.