A new study highlights a growing concern regarding synthetic cooling agents used in menthol-mimicking cigarettes.The study surveyed a group of US adults and found that consumers are shifting towards menthol-mimicking products.This raises concerns about the effectiveness of smoking cessation efforts aimed at banning traditional menthol cigarettes.The emergence of synthetic alternatives may render the intended health benefits from banning menthol cigarettes ineffective.The study advocates for comprehensive tobacco regulation beyond mere product bans that includes substitutes and emerging variants.Increased education campaigns should be aimed at smokers and potential users highlighting the risks associated with menthol-mimicking products.There is a need for in-depth research to understand the qualitative experiences and attitudes towards these products.Regulators may need to anticipate the rise of similar alternative products that could undermine previous successes in tobacco control efforts.The study raises critical questions about the future pathways for tobacco control strategy in the US.A multifaceted approach that encompasses regulation, education, and research will be essential for moving towards a smoke-free society.