Back in the day, it was common for the makers of menthol cigarettes, such as Newport or Kool, to sponsor music festivals and use popular artists and musicians to promote their products, particularly to communities of color.
These promotions were meant to look like community support, but that’s simply not true.
These sponsorships, which included handing out cigarettes for free, were simply part of Big Tobacco’s master plan to get and keep African Americans hooked on menthol cigarettes. It was predatory targeting and customer recruitment all dressed up as support for the Black community. Unfortunately, it worked, and nearly 70% of adult African American smokers in California smoke menthol cigarettes, the highest rate of any group. 1
Menthol has been a recruitment tool for far too long. Big Tobacco has added menthol flavoring to cigarettes for nearly a century to mask tobacco’s harsh taste, making the toxic smoke easier to inhale.2 But that ease comes with a price. The smoothness of menthol allows smokers to inhale more deeply, so harmful particles can settle lower in the lungs.3 Menthol cigarettes are also harder to stop – people who use menthol cigarettes have a harder time quitting. 4 5
The year 2009 could have been the end of menthol flavored cigarettes. That year the federal Tobacco Control Act passed by the federal government banned all flavored cigarettes, except menthol, which is a flavor! Big Tobacco got a huge loophole put into the Act, claiming menthol cigarettes preserved smokers’ choice, particularly among African Americans.
Time has shown Big Tobacco’s real intent. In the last 10 years, smoking cigarettes overall decreased, but the proportion of people using menthol cigarette sharply increased, compared to regular cigarettes. Menthol cigarettes are far more common among youth and young adults than adult smokers over age 30.6
Make no mistake: menthol cigarettes cost lives. It’s estimated that more than the 320,000 deaths would have been averted by 2050 had the menthol cigarette ban gone into effect in 2011.7 And though African Americans are only ten percent of the U.S. population, nearly a third of saved lives would have been African Americans. Menthol cigarettes are a big reason why African American communities experience the greatest burden of tobacco-related death of any racial or ethnic group in the United States.8
It’s time to get rid of the menthol loophole and menthol tobacco products for good.