Abstract E‐cigarettes (e‐cigs) have been initially proposed as an aid to smoke cessation in adults, whereas they turned into a paradoxical preferential gateway to tobacco and nicotine initiation for adolescents naïve to tobacco. More than 25% of US school‐age students is an e‐cigs user with a steep rise over the past years. A marketing strategy on media and social network targeting youths, in the absence of rules to protect the pediatric users, resulted in an unprecedented trend up in tobacco consumption among adolescents and gave rise to a new generation of nicotine‐addicted teenagers. Flavored e‐cigs liquids and aerosols contain airway irritants and toxicants, that, in turn, produced an increase in asthma prevalence and its exacerbations among adolescents. In addition, since August 2019 an outbreak of e‐cigarette, or vaping, product use‐associated lung injury (EVALI) has been described. In view of this, e‐cigs must no longer be considered harmless, especially in adolescents never used a tobacco product before. This is a call‐for‐action to establish effective rules and campaigns targeting youths aimed to limit their access to e‐cigs, thereby preserving the potential benefit in quitting tobacco addiction described in adults. Behavioral and educational actions, out of the conventional primary care setting, have been described as a model for a youth‐centered campaign. We call for stricter regulations on e‐cigs products, with respect to their marketing to the youngest ones, along with public health and primary care interventions that could curb the spread of this “vaping” epidemic.