Many young adults are enthusiastically “vaping” e-cigarettes, drawn by the nifty technology, tasty flavors and their own physical sense that the devices are doing them no harm, according to new research.

The authors of the small study, which focused on young adults in New York City, say this segment of the vaping population needs more education on the possible health effects of e-cigarettes, including the potential for becoming addicted to nicotine.

A ban on flavors and on marketing tactics that are already prohibited for tobacco could help slow the uptake of e-cigarettes as well, the researchers conclude in the journal Tobacco Control.