Discover the Hidden Dangers: DHS Launches Awareness Campaign on the Health Risks of Menthol Tobacco Products

Wisconsin is tackling the issue of menthol cigarettes through a new digital campaign. The Wisconsin Department of Health Services (DHS) is shedding light on the serious health risks linked to menthol tobacco and how targeted marketing affects specific communities.

State Health Officer Paula Tran highlighted the urgency of the situation, stating, “Menthol in tobacco has had a devastating effect on the health of many Wisconsinites.” Tobacco use causes around 7,900 deaths in the state each year. Studies suggest that if menthol cigarettes were banned in Wisconsin, about 17,200 adults could quit smoking.

Menthol products are still popular, with their sales climbing over the past ten years. Advertisements for these products have primarily targeted African American and other communities of color. Consequently, around 90% of African American smokers in Wisconsin use menthol. This is alarming considering that smoking is a major contributor to heart disease, cancer, and stroke—three leading causes of death in these communities.

Moreover, the commercial tobacco industry increasingly employs strategies like heavy advertising and event sponsorship to attract various groups, including youth, young adults, and the LGBTQ+ community. Each year, nearly 9,300 youths in Wisconsin try cigarettes for the first time, and about half of them start with menthol.

Vicki Huntington, a manager with the DHS Commercial Tobacco Prevention and Treatment Program, expressed concern that these tactics could lead to more generations suffering from smoking-related illnesses. The campaign aims to raise awareness about the risks of menthol tobacco and to expose the marketing methods used to lure consumers into addiction.

This initiative is part of a broader effort by DHS to educate people of all ages about the dangers of tobacco use. The DHS website offers important facts and resources for youth, parents, and adults. The campaign also emphasizes that the legal age for purchasing tobacco and nicotine products in Wisconsin is 21.

For those looking to quit, the Wisconsin Tobacco Quitline provides tailored support. They offer additional coaching for menthol cigarette users. People can reach out by texting READY to 34191, calling 800-QUIT-NOW (800-784-8669), or visiting wiquitline.org.