From the category of “Are you kidding me???”

Blu e-cigs (owned by Lorillard tobacco) is pulling out all the stops lately using the same ad techniques cigarette companies used.

I try to stay on the fence on e-cigs, because they might help some people quit smoking, but when I see ads like this, I feel less and less inclined to defend them. They’re stealing the 1960s tobacco industry playbook. One of the biggest problems I have with e-cigs, and one of the reasons I don’t fully trust them or their manufacturers, is they keep relying on advertising trying to make their product look sexy and dangerous.

This ad appeared in the Sports Illustrated swimsuit edition. It’s not even remotely subtle, fairly blatantly using sex to try and sell their products. I would find it funny, but teenaged use of Blu e-cigarettes has more than doubled, according to the CDC. Hey, get kids those kids addicted to nicotine early. You want to get into a girl’s panties? Look sexy by using e-cigs.

Bad move, Blu. Too blatant. Too … creepy. It’s this kind of advertising that is going to help get e-cigs regulated.