Bacon doesn't need marketing. A marketing campaign using facts to change consumer behavior is just marketing. Not really the same as and effort to educate kids to recognize marketing.
I work in marketing so I recognize it in all its forms. I am very concerned about the amount of influcing my kids are exposed to through "safe", "ad free" channels like YouTube Kids.
I also consider myself well informed about environmental issues. I consciously eat less meat for both environmental and health reasons, but bacon doesn't need marketing. I want bacon because I REALLY enjoy bacon.
The fact that teaching media/marketing literacy reduces its effectiveness is not new.
It isn't just vaping that would be effected by teaching kids to be more aware of marketing. I work in marketing on the marketing automation or marketing ops side of things in higher ed. If teenagers were more aware of the techniques we use to influence them to borrow tens or even hundreads of thousand of $$$ to enroll in a 4 year degree, fewer would... and that would probably be a good thing.