When you talk about irresponsible marketing, do you mean from the e-cig companies specifically and do you have examples?
My only experience with the e-cigarette marketing have been commercials where some guy is standing there telling you the same type of stories being shared here “I used to smoke x amount of cigarettes a day, now I use this”, followed by the usual boilerplate “nicotine is an addictive substance” disclaimer, a brand/logo, commercial ends.
Seems benign enough, I can certainly see how some may be turned off by the existence of such marketing at all, is this perhaps what you meant by them being irresponsible or could you help me understand a bit better?