The issue that the e cigarette industry has been facing from the non vaping community is that there is need for change in the form of better control of the marketing procedure as well as the way that the e cigarettes are being marketed. Also it means that the main issue has to do with the composition of the e liquid. This is because there have been claims that in the e cigarette liquid there is ingredients like diethylene glycol which also found in antifreeze. Yet what has not been realized is that the diethylene glycol that is in e juice is also found in the asthma inhalers and it has been already cleared by the CDC and the FDA to be fit for medical use.

Also it has been suggested because of the e liquid USDA branded and manufactured usually has been cleared by the federal authorities and this has resorted to a greater demand for the nationally approved liquid. This has meant that there is a lower demand also for imported versions of the e cig juice. What this has resulted is that the e cigarette whilst not having the federal oversight that regulation offers, has yet to be blamed for a single casualty or fatality. This has created a greater demand as there will be greater demand based on its performance and the range of the e liquid flavors available.

According to several electronic cigarette reviews the ability to customize the e cig liquid based on their flavors and the nicotine levels has been one of the factors that has given rise to the popularity of the e liquid. Another thing is that the rate at which electronic cigarette manufacturers are now creating new flavors of the e  liquid has created a larger market and thus greater appeal for the smoking device due to the search of the best e liquid.