Across the country, every day, young people take their first puffs. The new study says tobacco companies make that moment easier because the companies experiment with menthol levels to recruit young smokers.

"The tobacco industry is playing around with their product, using menthol to make the poison go down easier,” said Gregory Connolly of the Harvard School of Public Health.

Menthol isn't addictive but the study’s authors say its cooling effect can mask the irritation of smoking, essentially making a milder experience with lower menthol levels for starting smokers.

The researchers studied a 2006 survey of Americans over 12 years old, conducted tests on menthol cigarettes, and looked at internal tobacco industry papers.

"The documents on Newport, which is sold by Loril.ard, show that they intentionally lowered the menthol targeting young African-Americans and that they were successful,” said Connolly.

Lorillard responded in a written statement.

"The report's conclusion that Lorillard controls or alters the menthol levels in our products to promote smoking initiation or addiction is categorically false," the state says.

Phillip Morris says its product is designed to meet the taste of current adult smokers. Some in the tobacco industry are call the study politically motivated.

A bill now in the U.S. House would give the Food and Drug Administration the power to regulate menthol and ban other flavored additives. Some, like the Congressional Black Caucus, call for a total ban on menthol -- research shows nearly three-quarters of African-Americans smokers use menthol cigarettes.

The House likely will take up the bill within the next few weeks but the new study is already firing up debate.

Both Lorillard and Phillip Morris say they are in compliance with the master lawsuit settlement agreement from a few years ago that prohibits tobacco companies from marketing to underage smokers.