The cigarettes usage dropped after we did something about it, so why are you against of informing parents and children about the reality, what I think we should investigate as a possible action:
1 write all the downsides on the packaging similar as for cigarettes
2 do not allow products that target children, I am referring to products with bright colors and candy aromas etc
I believe that the society can do a difference, it is true that some kids will use drugs, alcohol but those will usually have a problem at home, what we need to stop is having regular kids using e-cigarettes because they think are safe and cool.