New Study Shows E-Cigarette and Cigarette Sales in California Have Declined Following Law Banning Flavored Tobacco

Disposable e-cigarettes account for the majority of illegal flavored e-cigarette sales

ATLANTA, July 31, 2025 /PRNewswire/ -- In a study released today by the American Journal of Public Health, researchers from the CDC Foundation, Truth Initiative and University of Southern California found that California's ban on the sale of flavored tobacco products reduced e-cigarette and cigarette sales without impacting neighboring states. Specifically, in the first 18 months of the law's implementation (from January 2023 to June 2024), California's flavored tobacco ban led to a 37 percent decrease in average quarterly nicotine milligrams sold per capita for e-cigarettes, while per capita cigarette packs sold declined by 10.6 percent in California retail outlets.^* Today's study is the first known formal evaluation of the impact of California's comprehensive flavored tobacco law on sales.

Analyzing retail scanner data, the research team found that although California's law resulted in overall declines in cigarette and e-cigarette sales, illegal flavored tobacco sales continued, particularly for disposable e-cigarettes. In addition, the study documented a sharp increase in the sale of cigarette and e-cigarette products marketed as "non-menthol" or "clear," containing cooling chemicals that mimic the experience of menthol. This trend is concerning because menthol and cool flavors can mask the harshness of tobacco, making it more appealing to youth. However, the rise in the sale of these products was insufficient to reverse the overall decline in sales of tobacco products. Recognizing the health risks posed by these products, beginning in January 2025, California strengthened its law to prohibit the sale of products providing a "cooling sensation."

"These results are an encouraging sign that statewide restrictions on the sale of flavored tobacco products are a successful method of reducing flavored tobacco sales, which we know appeal to young people," said Judy Monroe, MD, president and CEO of the CDC Foundation. "Continued monitoring of flavored tobacco product sales and use is critical to inform efforts to protect young people from the harms of tobacco products."

"California may be a large state, but these data affirm that a flavored tobacco law can not only lead to real declines in e-cigarette and cigarette sales but also can be done without affecting neighboring states," said Dr. Megan Diaz, research managing director at Truth Initiative Schroeder Institute, and a coauthor of the study. "These findings help showcase the power of state-level action and also debunk the myth that state-level regulations drive trafficking products across state lines."

Among the report's highlights are:

• There was no evidence of significant increases in cross-border cigarette or e-cigarette purchases in neighboring states after adjusting for additional variables. This aligns with evaluations of Massachusetts' flavored tobacco law that found no significant impact on neighboring states when a ban was implemented there.
• The vast majority (94 percent) of e-cigarette sales that did not comply with California's law were for disposable e-cigarettes, particularly those marketed as "clear" or "unflavored."

Since 2019, the CDC Foundation and its partners—the Centers for Disease Control and Prevention (CDC) and Truth Initiative—have conducted research on the impact of statewide flavored tobacco restrictions on sales of tobacco products, e-cigarette use by young people and the effectiveness of flavored e-cigarette restriction policies, with the goal of keeping children and teens from accessing these addictive products.

In addition, CDC Foundation's recently launched, interactive website, TobaccoMonitoring.org, offers easy access to the latest tobacco product sales data for the United States and select states. With data from 2019 through 2024, the site provides comprehensive and up-to-date information on e-cigarette and nicotine pouch sales trends.

^*Retail sales data from Circana are market-level representative for covered brick-and mortar retailers (e.g., food and grocery stores, drug stores/pharmacies, convenience stores, mass merchandisers, club stores, dollar stores and military stores/exchanges). Data do not include purchase age and are not representative of online sales or sales from tobacco or vape specialty stores. Data were analyzed by the CDC Foundation and Truth Initiative.

About the CDC Foundation

The CDC Foundation helps the Centers for Disease Control and Prevention (CDC) save and improve lives by unleashing the power of collaboration between CDC, philanthropies, corporations, organizations and individuals to protect the health, safety and security of America and the world. The CDC Foundation is authorized by Congress to mobilize philanthropic partners and private-sector resources to support CDC's critical health protection mission. Since 1995, the CDC Foundation has launched more than 1,450 programs. The CDC Foundation managed hundreds of programs in the United States and in more than 100 countries last year. Learn more at www.cdcfoundation.org. Follow the CDC Foundation on Facebook, LinkedIn, Instagram, X/Twitter and TikTok.

About Truth Initiative
Truth Initiative^® is a national nonprofit public health organization committed to a future free from lifelong addiction, fostering healthier lives and a more resilient nation. Our mission is to prevent youth and young adult nicotine addiction and empower quitting for all. Through our evidence-based, market-leading cessation EX^® Program and national public education and prevention campaigns, we are leading the fight against youth and young adult tobacco use, which threatens to put a new generation at risk of lifetime nicotine addiction. Our rigorous scientific research and policy studies, community and youth engagement programs supporting populations at high risk of using tobacco, and innovation in tobacco dependence treatment continue to contribute to ending one of the most critical public health battles of our time. Based in Washington, D.C., our organization was established and funded through the 1998 Master Settlement Agreement between attorneys general from 46 states, five U.S. territories, and the tobacco industry. To learn more, visit truthinitiative.org.

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SOURCE CDC Foundation