BUFFALO,NY -- Walk inside this local business in south buffalo -- an you'll learn about a new trend called vaping.
"There was one shop and now we've got twenty because a lot of customers are finding out - wow, there's some money to be made here," Andrew Osborne Owner of Vapor Trail Electronics said.
Electronic cigarettes are a battery powered device that delivers nicotine that is vaporized to form an aerosol mist.
"It takes something that you enjoy doing and at the same time not do as much damage to your body - that's what it's all about," Andrew Osborne said.
The Center for Disease Control and Prevention says the health effects are not clear yet because it's a new product. Electronic cigarettes are currently not regulated by FDA.
"We feel like because we don't know, we can't recommend it in any shape or form," Anthony Billoni with the Erie Niagara Tobacco Free Coalition said.
The coalition worries it's a gateway to smoking for young people, pointing out that the e cigarettes can have nicotine.
"One and five middle school students ages 10 to 13 have reported using an e cigarette without every using tobacco," Billoni said. "So that makes the youngest possible age of tobacco uptake -- already engaging in the addictive part of tobacco."
"To me it would be short walk to say -- oh I'll just switch over to cigarettes now," Billoni said.
A recent survey finds the number of middle and high school students who are using e cigarettes doubled compared to previous years. Researchers point to the national advertising campaign being part of the reason.
"For forty years we've demonizing smoking and to make it socially unacceptable," William Collins of Travers Collins said. " Now we have Jenny McCarthy -- the beautiful Jenny McCarthy making it look glamorous and that's a big concern."