Finally, one critique of much work in research on communi- cation is that intention to perform a behaviour does not neces- sarily lead to that behaviour. While the intention-behaviour gap is well documented in many areas, intentions remain a strong predictor of behaviour.55 Of course, we believe that this gap should not deter regulatory authorities from instituting appro- priate restrictions on e-cigarette advertising. Despite these lim- itations, the data are compelling and useful for future investigations of new e-cigarette marketing. The randomised design and large national sample are key strengths of the study.