The University of Southern California's Tobacco Center of Regulatory Science has emerged as a key player in the field of tobacco research and regulation. As one of the nine Tobacco Centers of Regulatory Science in the U.S., it’s primary objective is to generate scientific data that inform regulatory decision-making at the Food and Drug Administration's (FDA) Center for Tobacco Products. Their efforts are directed towards safeguarding public health and protecting the overall population from the potential harms associated with tobacco use by investigating the use and health effects of specific e-cigarette products across different population groups. Specifically, they aim to better understand how product characteristics and marketing approaches influence the appeal, use, and addiction potential among youth and young adult non-smokers while having minimal impact on tobacco product use in older smokers.