Seven out of 10 middle and high school students are exposed to electronic cigarette ads, according to a new report released today by the CDC.

Many of the ads are tailored to attract kids and teens by featuring sexy, rebellious, independent themes, and communities need to do more to combat messages that may lead young people to believe e-cigarette “vaping” is attractive and harmless, CDC experts said.

“In 2014, more than 18 million middle and high school students saw e-cigarette ads,” CDC Director Dr Tom Frieden said at a press briefing. “E-cigarettes are tobacco products. They contain nicotine. Nicotine is addictive and kids should not be on nicotine substances.”