> reporter: the marlboro man hasn't been on tv since the '70s, but now there's this guy, actor stephen dorff. >> it's time we take our freedom back. come on, guys. rise from the ashes. >> reporter: the number of >> r people using e-cigarettes doubled from 2010 to 2011, with celebrities leading the way. on tv. >> it's got a bejewelled bottom. >> reporter: and in films like "the tourist." >> it delivers the same amount of nicotine, but the smoke is water vapor. yeah, watch.

> reporter: the marlboro man hasn't been on tv since the '70s, but now there's this guy, actor stephen dorff. >> it's time we take our freedom back. come on, guys. rise from the ashes. >> reporter: the number of >> r people using e-cigarettes doubled from 2010 to 2011, with celebrities leading the way. on tv. >> it's got a bejewelled bottom. >> reporter: and in films like "the tourist." >> it delivers the same amount of nicotine, but the smoke is water vapor. yeah, watch. >> reporter: they call it vaping, from the advanced models you fill with a flavor and nicotine, to disposables with l.e.d. tips. >> i can't even smell it. >> reporter: 28-year-old kyle newton lost his mom, a lifelong smoker, to cancer and sees his products as a life-saving alternative. >> there are over 4,000 chemicals traditionally in tobacco. we end up with 12 or more, depending on the flavor. >> reporter: flavors like watermelon and chocolate, which critics say attract younger people. there's even a section on the menu called "like a kid in a candy store." e-cigarettes are not yet regulated in the u.s. and the fda warns