Jul 08, 2014 08:39 PM EDT By J Baulkman, UniversityHerald Reporter

Many young adults believe that hookah smoking is not harmful to their health, despite warnings that the water pipes can be just as dangerous as cigarettes, according to a recent study.

Researchers from the University of California - Los Angeles School of Nursing found that 57 percent of young adults believe hookah smoking is not harmful. When asked why they thought hookahs were not harmful, 47 percent said they believed that the smoke gets filtered through water, and 35 percent said they thought that fruit used to flavor the tobacco detoxify tobacco's harmful chemicals. Still others, 16 percent, said they assumed hookahs are not harmful because the tobacco is not addictive and does not contain nicotine.

However, none of these popular beliefs are true.

In the United States., hookah smoking is heavily marketed to young adults of all ethnic backgrounds as an attractive social phenomenon and a non-addictive, healthier alternative to cigarette smoking.

"With hookah smoking on the rise, particularly among young adults, our goal was to identify factors influencing perceptions, attitudes and preferences toward hookah smoking," Mary Rezk-Hanna, lead researcher for the study, said in a statement. "Socializing with friends appeared to outweigh health concerns."

For the study, researchers visited three Southern California hookah lounges and asked patrons between the ages of 18 and 30.

Other recent studies have shown that even as cigarette use continues to decline, hookah smoking is increasing, especially among college students. It is the only form of tobacco use that is not regulated in the United States, and its exemption from clean indoor air legislation, such as the California Clean Air Act, is contributing to its rapidly growing popularity, according to researchers.

"This study underscores the urgent importance of more research and campaigns to increase public knowledge on the dangers of hookah smoking, especially among young adults," Rezk-Hanna said. "Understanding the basis of these perceptions and beliefs is of particular relevance for helping healthcare professionals design effective prevention and intervention strategies that target young-adult hookah smokers."

The findings were recently published in the journal Nursing Research.

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