Youth use of electronic nicotine delivery devices is a public health epidemic in Michigan and nationally. Youth use rates have skyrocketed from 2017 – 2018: use of electronic cigarettes rose 48% among middle school students and 78% among high school students. The Tobacco Industry continues to advertise heavily to young people as the result of a largely unregulated market, using methods that have long been prohibited for other tobacco products. Cool, colorful and sleek product design along with thousands of flavors are just some of the attraction for youth who believe these products are not addictive and are safe to use. This presentation focuses on the current e-cigarette/vape product landscape in Michigan and how these products are addicting a new generation of tobacco users – our youth.