As advertising for electronic cigarettes increases, so do does the number of teens trying them, a new study suggests.

The battery-powered cigarette alternative, known as an e-cigarettes or e-cig, is increasingly popular among mainstream tobacco companies. Functionality and appearance varies from model to model but they all feature a heating element that vaporizes a liquid nicotine solution into an inhalable substance.

The industry shift has garnered praise from a range of sources, including anti-tobacco advocates that hail e-cigarettes as a technological advance for current smokers looking to quit smoking traditional combustible cigarettes. But a new study is offering evidence that could damper enthusiasm: While e-cigarettes could be a boon for adult smokers hoping to quit, advertising for the devices are causing many teens to start.

“E-cigarette ads use many of the same themes used to sell cigarettes and other conventional tobacco products, such as independence, rebellion and sex,” lead author Tushar Singh of the Office on Smoking and Health at the US Centers for Disease Control and Prevention in Atlanta told Reuters.