This study explores the social norms surrounding e-cigarette use among adolescents in New South Wales, Australia. Using 32 online semi-structured interviews with 46 participants aged 14-17, the research reveals that e-cigarette use is perceived as common, acceptable, and normal. Adolescents believe that 'everyone' uses e-cigarettes, leading to a sense of normalization and acceptance. The desire to fit in is a key motivator for using e-cigarettes, rather than external peer pressure. The study highlights the influence of social exposure, including e-cigarette promotion and public use, on the formation of these norms. It suggests that limiting adolescent exposure to e-cigarette marketing and promoting alternate norms can help reduce e-cigarette use and protect adolescent health. The findings emphasize the need for targeted tobacco control initiatives to address the complex interplay of social norms and e-cigarette use among youth.This study explores the social norms surrounding e-cigarette use among adolescents in New South Wales, Australia. Using 32 online semi-structured interviews with 46 participants aged 14-17, the research reveals that e-cigarette use is perceived as common, acceptable, and normal. Adolescents believe that 'everyone' uses e-cigarettes, leading to a sense of normalization and acceptance. The desire to fit in is a key motivator for using e-cigarettes, rather than external peer pressure. The study highlights the influence of social exposure, including e-cigarette promotion and public use, on the formation of these norms. It suggests that limiting adolescent exposure to e-cigarette marketing and promoting alternate norms can help reduce e-cigarette use and protect adolescent health. The findings emphasize the need for targeted tobacco control initiatives to address the complex interplay of social norms and e-cigarette use among youth.