There's concern over the rising number of early teens trying e-cigarettes or vaping. 

Latest figures show it's jumped by 28% and for young Māori, it's more.

Letitia O'Dwyer of Asthma NZ says e-cigarettes can have adverse effects for young people.    

"The flavours and the marketing are very much directed at youth. You can't tell me that Unicorn Milk or Psycho Unicorn or Stoned Smurf is targeted at adults."

According to findings from the Ministry of Health, in 2007 there were 7% of year 10's who smoked e-cigarettes. The figure then jumped to 20% in 2014.

While the most recent data show it's risen again to 28% in 2016, for Māori youth that rate rises to 50%.

It's illegal for under 18 to buy e-cigarettes but the market is still unregulated but long time e-cigarette and vaping advocate Doctor Marewa Glover says otherwise.

"A lot of it is false alarmist misinformation. People use children for their own political agendas."

Glover also adds that e-cigarettes have actually lowered Māori smoking stats to historic lows and believes children aren't at risk from e-cigarettes.

"The children are not at risk, the people who are dying from smoking have smoked for many years."

The Ministry of Health says e-cigarettes may help the country reach its smoke-free 2025 goal.