Ads featuring e-cigarettes with flavors like chocolate or bubble gum appear to increase kids’ interest in buying and trying an e-cigarette, a new British study has found.

However, the ads don’t increase the overall appeal to kids of either smoking traditional tobacco cigarettes or using e-cigarettes regularly, the researchers reported.

“We know that flavors appeal to kids, and that is what the e-cigarette industry is banking on,” said Erika Sward, assistant vice president of national advocacy for the American Lung Association. “Kids like sweet flavors. That is why there are sugar-sweetened cereals. These flavors have always appealed to a kid’s palate.”