(HealthDay News) — Big tobacco companies are jumping into the rapidly expanding and lucrative e-cigarette market.

A subsidiary of Reynolds American (known for Camel cigarettes) is announcing that it will begin distributing its Vuse e-cigarettes across the United States on June 23, The New York Times reported. A subsidiary of Altria (known for Marlboro cigarettes) will introduce its MarkTen e-cigarettes by the end of the year.

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Reynolds plans a national marketing plan for its new e-cigarettes, including television ads in major markets. Critics fear that tobacco makers’ ads for their e-cigarettes could glamorize smoking and lead people to start smoking, The Times reported.

A Senate hearing on the marketing of e-cigarettes was scheduled for June 18.