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Aims: To estimate the association of e‐cigarette advertisement exposure with e‐cigarette and cigarette use behavior among US adults. Design Data from the 2013–14 National Adult Tobacco Survey (NATS) were linked to Kantar Media and National Consumer Study data to construct measures of e‐cigarette advertisements on TV and in magazines. The relationship between advertisement measures and outcomes was estimated using logistic and Poisson regressions, controlling for socio‐demographics, state cigarette taxes and state and year fixed‐effects. Setting: United States. Participants/cases: A total of 98 746 adults aged ≥ 18 years who responded to the 2013–14 NATS. Measurements: The independent variables of interest were the number of e‐cigarette advertisements in magazines to which an adult was exposed in the past 6 months and the number of e‐cigarette advertisements on TV to which an adult was exposed in the past 6 months. Outcomes were awareness of e‐cigarettes, ever e‐cigarette use, current e‐cigarette use, current cigarette use and number of cigarettes smoked per month. Findings Exposure to one additional e‐cigarette advertisement on TV was associated with a 0.18, 0.13 and 0.03 percentage point increase, respectively, in awareness, ever use and current use of e‐cigarettes among all adults (P < 0.05). This exposure also was associated with a 0.11 percentage point increase in current cigarette use among all adults and an increase in cigarette consumption of 2.24 cigarettes per month among adults aged ≥ 45 (P < 0.05). Conclusions: Exposure to e‐cigarette advertising appears to be positively associated with the use of e‐cigarettes and cigarettes among adults of all ages, and with increased cigarette consumption among older adults. [ABSTRACT FROM AUTHOR]