Effects of menthol cigarette and e-cigarette flavour restrictions on tobacco product purchasing: insights from the Experimental Tobacco Marketplace

This study experimentally demonstrated that menthol cigarette bans reduce cigarette purchases. Additionally, flavour restrictions on cigarettes and e-cigarettes distinctly influence substitution patterns, with a menthol cigarette ban encouraging switching to e-cigarettes, while an e-cigarette flavour restriction increases NRT purchasing. As policymakers consider strategies to reduce tobacco-related harms, these findings highlight the need to carefully evaluate broader impacts of flavour restrictions on consumer behaviour.