The University of Rochester Medical Center, in partnership with Roswell Park in Buffalo, has received a $19 million grant to study the health risks of flavored tobacco products and e-cigarettes.

They will not only look at the physical health of people who use flavored tobacco — but the impact of how the products are marketed.

“An adolescent’s brain is uniquely sensitive to be addicted to nicotine so it is a very good return on investment from a business standpoint to target youth,” said Dr. Deborah Ossip, Public Health Sciences, URMC. “And getting youth started means you’ll have users for a very long, long time.”

The results of the study will be used by the FDA when it comes to regulating tobacco products.