According to an April 25 filing, it made sense to wait for the US Supreme Court decision on whether the appearances and images are covered under the US Constitution's First Amendment under free speech.
Seth Matlins, the father-of-two whose idea spawned the proposed federal bill entitled "Truth in Advertising Act of 2014," told Yahoo! Shine that the bill aims to push the US government to conduct studies and provide recommendations for advertisers to be socially conscious about the images they use that project a distorted view about body image.
The US Food and Drug Administration has recently announced the creation of a dedicated agency to provide regulatory oversight on tobacco-based products, which will also include e-cigarettes