American Journal of Public Health: California E-cigarette Sales Drop 37%, Illegal Menthol Disposable Products See Significant Growth

Key points:

·Change in Sales: After the implementation of a ban in California, the average per capita sales of e-cigarette nicotine milligrams decreased by 37% per quarter, and cigarette sales dropped by 10.6%. 

·Illegal Sales: Illegal sales of disposable e-cigarettes continue, especially those marketed as "fresh" or "flavorless" products. 

·Alternative Products: Sales of tobacco products marketed as "non-menthol" or "clear" have increased, but overall tobacco product sales are still declining. 

·Strengthened Law: Starting in January 2025, California will further prohibit the sale of tobacco products that provide a "cooling sensation". 

·Impact on neighboring states: Research has not found any significant impact of the ban on tobacco sales in neighboring states.

【2Firsts News Flash】A recent study published in the American Journal of Public Health found that a law in California banning the sale of flavored tobacco products has reduced the sales of e-cigarettes and traditional cigarettes in the state. The study was conducted by researchers from the Centers for Disease Control and Prevention Foundation, the Truth Initiative, and the University of Southern California. Specifically, in the first 18 months following the implementation of the law (January 2023 to June 2024), the average quarterly sales of e-cigarette nicotine milligrams per capita in California decreased by 37%, while the per capita sales of traditional cigarettes in California retail outlets decreased by 10.6%. This study is the first formal evaluation of the comprehensive flavored tobacco law in California and its impact on sales.

Through the analysis of retail scanning data, the research group found that despite California's laws leading to an overall decrease in cigarette and e-cigarette sales, the illegal sale of flavored tobacco products continues, especially for disposable e-cigarettes. Additionally, the study documented a significant increase in the sales of cigarettes and e-cigarette products marketed as "non-menthol" or "clear," which contain cooling chemicals that mimic the sensation of menthol. This trend is concerning as menthol and cooling flavors can mask the harshness of tobacco, making it more appealing to youth. However, the growth in sales of these products is not enough to reverse the overall decline in tobacco product sales. In light of the health risks associated with these products, California has strengthened its laws starting in January 2025, banning the sale of products that provide a "cooling sensation.

“These results are an encouraging sign that restricting the sale of flavored tobacco products statewide is a successful method in reducing the sale of flavored tobacco. We know that these products are attractive to young people, so continued monitoring of the sales and usage of flavored tobacco products is crucial in guiding efforts to protect young people from the harms of tobacco products.”

Dr. Judy Monroe, President and CEO of the CDC Foundation, stated.

“California is a large state, but these data confirm that flavored tobacco laws can not only significantly reduce the sales of e-cigarettes and cigarettes, but can also do so without impacting neighboring states. These findings help demonstrate the power of state-level action and debunk the myth that state regulations will lead to product smuggling across state lines.”

Dr. Megan Diaz, research director at the Schroder Institute for Truth Initiatives and co-author of the study, stated.

The highlights of the report include:

·After adjusting for other variables, there is no evidence to suggest a significant increase in cross-border purchases of cigarettes or e-cigarettes from neighboring states. This aligns with the findings of an evaluation of Massachusetts' flavored tobacco law, which found that the ban in Massachusetts had no significant impact on neighboring states. 

·In sales of e-cigarettes that do not comply with California law, the majority (94%) are disposable e-cigarettes, particularly those marketed as "mint" or "flavorless" products.

Since 2019, the CDC Foundation and its partners - the Centers for Disease Control and Prevention (CDC) and the Truth Initiative - have been studying the effectiveness of statewide flavored tobacco restrictions on tobacco product sales, youth e-cigarette use, and flavored e-cigarette restriction policies. The goal is to prevent children and adolescents from accessing these addictive products.