E-cigarette use continues to increase globally despite uncertainty regarding their long-term health impacts and around their effectiveness for tobacco smoking cessation. This uncertainty creates unique challenges for governments as they attempt to optimally regulate and positively or negatively incentivize these products in a way that maximizes the public's health. Current approaches to e-cigarette regulation and incentivization fall within a spectrum of options ranging from a singular focus on health protection, whereby policies intend to prevent the dangers of e-cigarettes, to a singular focus on using e-cigarettes for harm reduction, [...]