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Objective

We aimed to determine the potential for reductions in the prevalence of young people’s e-cigarette and tobacco use if characterizing flavors were not present.

Methods

Two parallel cross-sectional surveys of 2483 youth (TATAMS: Texas Adolescent Tobacco and Marketing Surveillance System) and 4326 young adults (M-PACT: Marketing and Promotions across Colleges in Texas) in Texas (Houston, Dallas/Ft. Worth, San Antonio, Austin). Current use of e-cigarettes and other tobacco (cigarettes, cigar products, hookah, smokeless tobacco). Users were asked:“When you use [product], do you usually use any of the following flavors?” Flavored product users were asked:“Would you continue using [product] if it were not flavored?”

Results

Over 80% of youth and young adult tobacco users reported using flavored tobacco. Three-fourths of flavored product users said they would no longer use the product if it was …