This study explores the social norms surrounding e-cigarette use among adolescents in New South Wales, Australia. It finds that e-cigarette use is perceived as common, normal, and acceptable among peers, with many adolescents viewing it as a standard part of their identity. The desire to fit in, rather than external peer pressure, drives e-cigarette use. Social exposure, including e-cigarette marketing, strongly influences these norms. Adolescents often justify their use based on the perceived prevalence and acceptance of e-cigarettes, which can lead to overestimation of their usage. The study highlights the need to limit adolescent exposure to e-cigarette marketing to reshape existing pro-e-cigarette norms and protect health. Prevention efforts should focus on challenging these norms by reducing exposure to e-cigarette advertising and promoting alternative behaviors. The findings suggest that current e-cigarette norms among adolescents are influenced by social proof and marketing, and that addressing these norms is crucial for effective e-cigarette prevention strategies. The study also emphasizes the importance of understanding the complex interplay between social norms and adolescent behavior to develop targeted health promotion initiatives. The research underscores the need for policies that limit e-cigarette marketing and exposure to adolescents, as well as the importance of addressing the social and environmental factors that shape e-cigarette use among youth.This study explores the social norms surrounding e-cigarette use among adolescents in New South Wales, Australia. It finds that e-cigarette use is perceived as common, normal, and acceptable among peers, with many adolescents viewing it as a standard part of their identity. The desire to fit in, rather than external peer pressure, drives e-cigarette use. Social exposure, including e-cigarette marketing, strongly influences these norms. Adolescents often justify their use based on the perceived prevalence and acceptance of e-cigarettes, which can lead to overestimation of their usage. The study highlights the need to limit adolescent exposure to e-cigarette marketing to reshape existing pro-e-cigarette norms and protect health. Prevention efforts should focus on challenging these norms by reducing exposure to e-cigarette advertising and promoting alternative behaviors. The findings suggest that current e-cigarette norms among adolescents are influenced by social proof and marketing, and that addressing these norms is crucial for effective e-cigarette prevention strategies. The study also emphasizes the importance of understanding the complex interplay between social norms and adolescent behavior to develop targeted health promotion initiatives. The research underscores the need for policies that limit e-cigarette marketing and exposure to adolescents, as well as the importance of addressing the social and environmental factors that shape e-cigarette use among youth.