It is declining after shooting to like 20% of high school students a few years ago it was insane. I don't think bans are the solution either, but I do think it's fair to restrict advertising/promoting. Parents should have assistance to protect their kids from marketers who believe it's net bad for the users but market it anyway because it's their job, or addicts who evangelize it out of cope/excuse for their own addiction.
We already have restrictions on advertising and promotions. What assistance do parents need to monitor what media and information their kids have access to?